The book Marketing by Paul Baines, Sara Rosengren, and Paolo Antonetti is a modern, dynamic, and highly practical textbook that effectively connects theory with practice. It is intended for students, instructors, and professionals who wish to deeply understand the principles, strategies, and applications of marketing in an ever-evolving environment.

Through four thematic parts, the book guides the reader from basic concepts to the most contemporary applications in the field. Part A presents the fundamental principles of marketing, the environment in which it operates, consumer buying behavior, B2B marketing, and service marketing. Part B examines marketing strategy, market research and marketing analytics, segmentation, positioning, and international market development. Part C focuses on key tactical decisions regarding product and innovation, distribution, pricing, branding, marketing communications, and digital marketing. Part D highlights the relationship of marketing with society, non-profit organizations, sustainability, social responsibility, and ethics.

The Greek edition places particular emphasis on the accurate rendering of terms, clarity of language, and the connection of international knowledge with the Greek academic and business environment. With rich examples, case studies, and pedagogical features that enhance learning, the book serves as a valuable tool for both conventional and distance education.