• The only textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution.
• Draws on students' own experiences throughout to capture the readers' interest when they learn about a new topic.
• Starts with the basic concepts from classical marketing models and contrasts these with newer perspectives to help students develop knowledge and encourage critical thinking.
• Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations.
• Extensive complementary digital material featuring video clips of interviews with the marketing practitioners presented in the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students.
• Includes case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching.
• Provides multiple-choice questions, web-based research activities, abstracts from seminal papers and study guidelines to help students test their own learning.

Readership: Business students studying modules in Marketing, Introduction to Marketing and Marketing Principles. Also MBA students and MSc Business students.

Paul Baines, School of Management, Cranfield University, Chris Fill, Portsmouth Business School, University of Portsmouth, and Kelly Page, Cardiff Business School, University of Cardiff

"This outstanding book has everything that a practitioner, student or lecturer could possibly want, presented in a different, creative and easily digested format. It is a big book in every sense of the term, yet it is easily accessible. Paul Baines and his co-authors have an excellent pedigree and I heartily recommend this book to you." - Emeritus Professor Malcolm McDonald, Cranfield University School of Management.

"First, the coverage is bang up-to-date with lots on online and environmental marketing. Second, the support resources are great. The sample slides that I have seen are much better than those of other books and the multiple choice test banks will be very useful." - Charles Dennis, Brunel University.

"'At last an innovative new addition to the marketing textbook market. The authors have taken a student focused view and produced a comprehensive package which brings together up to date theory and current practice, all explained in accessible language and demonstrated through real world examples.'" - Professor Caroline Tynan, Nottingham University Business School

"'This new text is a breath of fresh air. Marketing covers so many aspects of business, communication, consumption and society nowadays. Nevertheless, the authors succeed in introducing the subject, explaining theory and practice, providing a clear navigation guide for students and setting Marketing within its wider context.'" - Professor Michael Saren, School of Management, University of Leicester

" 'I've read some very good chapters ... the [Marketing] Insights are very good - contemporary and relevant.' " - Matthew Wood, University of Brighton

"'[This textbook] has the potential to make a real contribution to educating marketers who can think as well as do ... I welcome the move away from the ethically barren decision-making that is sometimes espoused in existing texts that seems as dated nowadays as 1980s power shoulder pads.' " - Janice Moorhouse, Thames Valley University

"'The text promises an exciting and dynamic approach while the structure of the contents follows existing marketing texts.' " - Fiona Ellis-Chadwick, University of Loughborough

Part 1: Marketing Fundamentals
1.: Marketing in Society
2.: The Marketing Environment and Competitor Analysis
3.: Marketing Psychology and Consumer Buyer Behaviour
4.: Market Research and Marketing Information Systems
Part 2: Principles of Marketing Management
5.: Marketing Strategy
6.: Market Segmentation and Positioning
7.: Market Development and International Marketing
8.: Marketing Implementation and Control
Part 3: The Marketing Mix Principle
9.: Products, Services and Branding Decisions
10.: Price Decisions
11.: An Introduction to Marketing Communications
12.: Marketing Communications: Tools and Techniques
13.: Managing Marketing Communications: Planning and Implementation
14.: Retailing and Channel Management
Part 4: Principles of Relational Marketing
15.: Services Marketing and Non-profit Marketing
16.: Business-to-Business Marketing and Key Account Management
17.: Relationship Marketing and Customer Service Management
Part 5: Contemporary Marketing Practice
18.: New Technology and Marketing
19.: Post-modern Marketing
20.: Marketing Ethics and Corporate Social Responsibility