Fundamentals of marketing. (Second edition)

Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organisation can incorporate social media into their communication campaigns?

What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not?

Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling 'Marketing' by Baines, Fill, and Rosengren, this book is a complete resource for students looking for a briefer guide to help build their theoretical understanding of marketing into skilful practice.