Foundations of Marketing 7th Edition by John Fahy, David Jobber 1526849003 978-1526849007

Foundations of Marketing 7th Edition by John Fahy, David Jobber – Ebook PDF Instant Download/DeliveryISBN:  1526849003, 978-1526849007 

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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. 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.

 

Foundations of Marketing 7th Table of contents:

Part 1. Strategic Marketing and Its Environment

Chapter 1. Customer-Driven Strategic Marketing

Chapter 2. Planning, Implementing, and Evaluating Marketing Strategies

Chapter 3. The Marketing Environment, Social Responsibility, and Ethics

Part 2. Marketing Research and Target Markets

Chapter 4. Marketing Research and Information Systems

Chapter 5. Target Markets: Segmentation and Evaluation

Part 3. Customer Behavior and E-Marketing

Chapter 6. Consumer Buying Behavior

Chapter 7. Business Markets and Buying Behavior

Chapter 8. Reaching Global Markets

Chapter 9. Digital Marketing and Social Networking

Part 4. Product and Price Decisions

Chapter 10. Product, Branding, and Packaging Concepts

Chapter 11. Developing and Managing Goods and Services

Chapter 12. Pricing Concepts and Management

Part 5. Distribution Decisions

Chapter 13. Marketing Channels and Supply-Chain Management

Chapter 14. Retailing, Direct Marketing, and Wholesaling

Part 6. Promotion Decisions

Chapter 15. Integrated Marketing Communications

Chapter 16. Advertising and Public Relations

Chapter 17. Personal Selling and Sales Promotion

 

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