Foundations of Marketing, 7e (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Utgivningsdatum
2022-04-29
Upplaga
7
Förlag
McGraw Hill / Europe, Middle East & Africa
Medarbetare
Jobber, David
Antal komponenter
1
ISBN
9781526849007
Foundations of Marketing, 7e (häftad)

Foundations of Marketing, 7e

Häftad Engelska, 2022-04-29
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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. 

Discover: 

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

Key features: 

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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Övrig information

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.

Innehållsförteckning

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