This book provides a good overview of the core marketing concepts. It has many up-to-date examples and nice marketing insights and cases.
Paul Baines is Professor of Political Marketing and Deputy Dean (Strategic Projects) at the University of Leicester School of Business, UK.
Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden.
Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.
