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Foundations of Marketing

Foundations of Marketing

by David Jobber (Author), David Jobber (Author), John Fahy (Author)

  • Used

    Paperback 2015

    $4.20
Synopsis

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text.

Discover:
  • A framework for digital marketing and social media that will help students navigate this rapidly changing field
  • How marketing adds value to customers and organisations
  • How innovative brand positioning drives commercial success
  • How companies in the service sector such as Paddy Power build a loyal customer base
  • How viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance

$4.20

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3 in stock

More Information

Format: Paperback
 Pages: 384
 Edition: 5
 Publisher: McGraw-Hill Education / Europe, Middle East & Africa
Published: 01 Mar 2015
ISBN 10: 0077167953
ISBN 13: 9780077167950

Author Bio
David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing. John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making.