Foundations of Marketing, 6th Edition
John Fahy and David Jobber
ISBN: 9781526847348
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 Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on Marketing planning and strategy.
This book will show your students how marketing adds value to customers and how marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities. It will also help students understand how new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels.
What's new
Digital Marketing Focus
The new edition features digital marketing integrated throughout the chapters. A few examples of topics are data and social listening, web analytics, social influencers with online marketing communication discussed in its own chapter. A focus that provides an overview of digital marketing and its essentials.
Brand New Cases
12 new end-of-chapter case studies including Uber, GoPro, Brewdog providing an in-depth analysis of companies' marketing strategies with dedicated questions to stimulate student enquiry and conversation. Case studies also available in Connect with associated auto-gradable MCQ questions! Read more about Connect below...
Reintroduced the Marketing Planning and Strategy chapter
Customer value is essential within marketing. Labelled as the central defining issue, its creation, delivery and communication are key in the exploration of the topic, hence the restoration of its own chapter to push forward the notion of careful planning and informing the strategic vision.
Part 1: The Market-Led Organisation
Chapter 1: The Nature of Marketing
Chapter 2: The Global Marketing Environment
Chapter 3: Customer Behaviour
Chapter 4: Market Research & Customer Insights
Chapter 5: Market Segmentation, Targeting & Positioning
Part 2: Creating Customer Value
Chapter 6: Value Through Products & Brands
Chapter 7: Value Through Service & Relationships
Chapter 8: Value Through Pricing
Part 3: Delivering and Managing Customer Value
Chapter 9: Distribution: Delivering Customer Value
Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques
Chapter 11: Integrated Marketing Communications II: Online Communications Techniques
Chapter 12: Marketing Planning & Strategy
Glossary
Author Index
Companies and Brand Index
Subject Index
- Includes brand new end of chapter case studies
- A focus on digital marketing throughout the book
- A focus on critical marketing to encourage students to critically reflect on the practices and principles of marketing
- Coverage of changes in the field such as omni-channel marketing, personalised pricing, data mining, changing shape and nature of the customer journey
- Chapters 10 and 11 now named: Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques and Chapter 11: Integrated Marketing Communications II: Online Communications Techniques
- Reintroduced chapter 12 on Marketing Planning and Strategy
Click here to view a sample chapter
About the authors
John Fahy
John Fahy is a Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia.
David Jobber
David Jobber is an internationally recognized marketing academic. He is Professor of Marketing at the University of Bradford School of Management.
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