The book by John Fahy and David Jobber is an important and user-friendly manual that introduces the reader to the dynamic and largely misunderstood field of marketing.

The contents and structured layout reflect contemporary developments in marketing theory and practice. The authors connect theory with practice using timely examples from the real world of business, case studies, and applications.

The book delves into modern topics in the science of marketing such as: organization market orientation, value creation and transfer to the customer, relationship marketing, experience marketing, non-profit organization marketing, and the role of social media in communicating value to the customer.

It also addresses the evolution of marketing research techniques in the globalized business environment. This is a fundamental educational tool at undergraduate and postgraduate levels and a practical guide for understanding and applying marketing for any modern business.

Emmanouella Plakogiannaki, Associate Professor of Marketing, Department of Economics, Aristotle University of Thessaloniki.