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Foundations of Marketing

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text. Discover: A framework for digital marketing and social media that will help students navigate this rapidly changing fieldHow marketing adds value to customers and organisationsHow innovative brand positioning drives commercial successHow companies in the service sector such as Paddy Power build a loyal customer baseHow viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance
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Table of Contents

Part One: The Market Led Organisation Chapter 1: The nature of marketing; strategy and planning Chapter 2: The global marketing environment Chapter 3: Understanding consumer behaviour Chapter 4: Marketing research and customer insights Chapter 5: Market segmentation, targeting and positioning Part Two: Creating Customer Value Chapter Six: Value through products and brands Chapter Seven: Value through services, relationships and experiences Chapter Eight: Value through price Part Three: Delivering and Managing Customer Value Chapter Nine: Distribution: Delivering customer Value Chapter Ten: Integrated Marketing Communications 1: Mass communications techniques Chapter Eleven: Integrated Marketing Communications 2: Direct communications techniques Chapter Twelve: Digital Marketing

About the Author

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 Marketing's Life Achievement award for distinguished and extraordinary services to marketing.

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