- Häftad (Paperback)
- McGraw Hill / Europe, Middle East & Africa
- Jobber, David
- Antal komponenter
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Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in todays world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts.
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The growing importance of social marketing
How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels
The role of brand communities, peer-to-peer marketing and social influencers
Both a Managerial and Consumer approach to marketing
Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia.
Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally.
Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices.
End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies marketing strategies. Each case study has dedicated questions to encourage critical thinking.
Connect resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions.
john fahy is Professor of Marketing at the University of Limerick, Ireland
david jobber is Professor of Marketing at the University of Bradford School of Management, UK
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Fler böcker av John Fahy
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.
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.
part 1: the market-led organization
1. The Nature of Marketing
2. Marketing Strategy & Planning
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 I: Offline Communications Techniques
11. Integrated Marketing Communications II: Online Communications Techniques
part 4: the environmental context of marketing
12. The Marketing Environment