How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future.In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.NEW TO THIS EDITIONA new chapter on Marketing, Society and Sustainability and Ethics; as well as updated coverage on digital and social media marketing, emphasises the balance between traditional marketing theory and leading trendsA third of the case insights have been updated and replaced to feature both established companies and successful start-ups such as Novartis (Sweden), Aircall (USA) and Tarkett (France)Half of all market insights are new for this edition and constitute a broader range of European, digital, and ethics-focused examples to illustrate the reality of marketing in today's business world. New market insights include the Greek trading company STEROPAL's survival of the Greek economic crisis; underwear brand Bjoern Borg's viral, digital marketing game; and Patagonia's commitment to sustainability.This title is available as an eBook. Visit VitalSource for more information or to purchase.