Paul Baines is Professor of Political Marketing and Head of Executive Education at the University of Leicester School of Business, UK.Sara Rosengren is Professor of Business Administration (Marketing) and holder of the ICA Retailer's Chair in Business Administration at Stockholm School of Economics, Sweden.Paolo Antonetti is Professor of Marketing at EDHEC Business School, France.Sophie Whitehouse is Senior Lecturer in Marketing (Education) and Education Lead for the Department of Marketing at King's Business School, King's College London.

A refreshing take on marketing 101 theory. It has an excellent range of global examples, which is helpful in broadening student understanding and engagement. The text has useful critical discussion elements and, importantly, makes the effort to explain how key theories work in practice.