ISBN 9781259027611,Foundations Of Marketing

Foundations Of Marketing



Publication Year 2012

ISBN 9781259027611

ISBN-10 1259027619


Edition 4th
Number of Pages 384 Pages
Language (English)


The bestselling Foundations of Marketing by John Fahy and David Jobber is back in a fourth 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. Table of Contents Part 1: The Market-Led Organization 1. The nature of marketing 2. The global marketing environment 3. Understanding customer behaviour 4. Marketing research and customer insights 5. Market segmentation, targeting and positioning Part 2: Creating Customer Value 6. Value through products and brands 7. Value through services, relationships and experiences 8. Value through pricing Part 3: Delivering and Managing Customer Value 9. Integrated marketing communications 1: mass communications techniques 10. Integrated marketing communications 2: direct communications techniques and digital marketing 11. Distribution: delivering customer value 12. Marketing planning and strategy