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| About the book |
The bestselling Foundations of Marketing by David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses. What's new: * Coverage of the latest developments in marketing practice, such as experiential marketing, neuro marketing, multi-channel marketing and buzz marketing * Brand new end-of-chapter cases including YouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing * New Ethical Debate boxes stimulate student discussions about socially responsible practice * New Technology Focus boxes examine the growing impact of digital technologies on marketing. |
| Key features |
| About the authors |
David Jobber is Professor of Marketing at the University of Bradford School of Management.
John Fahy is Professor of Marketing at the University of Limerick, Ireland.
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| Table of contents |
1. The nature of marketing 2. The global marketing environment 3. Understanding customer behaviour 4. Marketing research and information systems 5. Marketing segmentation, targeting and positioning 6. Brand and product management 7. Services marketing management 8. Pricing strategy 9. Integrated marketing communications part I: Mass communications techniques 10. Integrated marketing communications part II: Direct communications techniques 11. Distribution management 12. Marketing planning and strategy |
