Foundations of Marketing
3rd Edition
Published on 16. February 2009
Book
Paperback/Softback
363 pages
978-0-07-712190-7 (ISBN)
Description
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.
* 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.
More details
Edition
3rd edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 262 mm
Width: 198 mm
Thickness: 18 mm
Weight
910 gr
ISBN-13
978-0-07-712190-7 (9780077121907)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
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.
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.
Content
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
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