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 Fifth Edition features a
dedicated chapter on digital marketing, whilst the focus on customer value is retained
throughout the text.
Author(s): John Fahy and David Jobber
Edition: 5
Publisher: McGraw-Hill Education
Year: 2015
Language: English
Pages: 616
City: Berkshire
Tags: Marketing
Title Page
Copyright
About the Authors
Brief Contents
Detailed Table of Contents
Case list
Vignette list
Preface to the Fifth Edition
Acknowledgements
Guided tour
Tour our video and digital resources
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. Distribution: Delivering Customer Value
10. Integrated Marketing Communications 1: Mass Communications Techniques
11. Integrated Marketing Communications 2: Direct Communications Techniques
12. Digital Marketing
Glossary
Author index
Companies and brands index
Subject index
