Foundations of Marketing – Ebook PDF Instant Delivery – ISBN(s): 9781526849007,1526849003

Product details:

• ISBN-10 ‏ : ‎ 1526849003
• ISBN-13 ‏ : ‎ 978-1526849007
• Author:  John Fahy, David Jobber 

Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s 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.

Table contents:

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

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