Foundations of Marketing, 7th Edition
John Fahy, David Jobber
Print: 9781526849007/ Ebook: 9781526849014
Foundations of Marketing is the original textbook for single semester marketing courses, giving students a concise but firm grounding in all of the important concepts of marketing planning and strategy.
An extremely popular text across business courses in the UK, Ireland and Europe, the new edition has been updated to reflect the evolution of marketing practice including the growing importance of social marketing, the role of brand communities, peer-to-peer marketing and social influencers. Taking both a managerial and consumer approach to marketing, the text also looks in-depth at how organisations are using consumer data to make decisions and drive retention and conversion.
Crucially, there is an increased focus in this new edition on the ethical, social and methodological considerations facing contemporary marketers, looking for example at the implications of climate change on balancing growth with sustainability.
What's new?
Critical Marketing Perspectives
While not new, it's more important than ever for marketers and marketing scholars to think about the wider impact of marketing practices and decisions on the world. John Fahy discusses how the new edition asks probing questions of students to help them think critically about the issues that really matter.
Digital Marketing Trends
Marketing is such a swift moving field with technology transforming traditional marketing practice and opening up big new opportunities. Here John discusses the newest and biggest developments in digital marketing and how digital is integrated in this book as a part of excellence in marketing practice.
Inclusion and Diversity
Businesses have come to realise that diversity and inclusion is crucial to meeting the needs of all their stakeholders. John talks about how the new edition looks at examples of companies who are embracing diversity and inclusion in their marketing as well as business practices.
| Part 1: The Market-Led Organization | 8. Value through Pricing |
| 1. The Nature of Marketing | |
| 2. Marketing Strategy & Planning | Part 3: Delivering and Managing Customer Value |
| 3. Understanding Customer Behaviour |
9. Distribution: Delivering Customer Value |
| 4. Marketing Research and Customer Insights | 10. Integrated Marketing Communications I: Offline Communications Techniques |
| 5. Market Segmentation, Targeting and Positioning | 11. Integrated Marketing Communications II: Online Communications Techniques |
| Part 2: Creating Customer Value | Part 4: The Environmental Context of Marketing |
| 6. Value through Products and Brands |
12. The Marketing Environment |
| 7. Value through Services, Relationships and Experiences |
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.
- Instructor resources including power point slides, case study teaching notes, media bank, ABA and Practice Marketing supplements, I See it! videos, and study questions solutions manual are also available through the Online Learning Centre.
Click here to view a sample chapter
About the authors
John Fahy
An award winning international researcher and teacher, John Fahy is Professor of Marketing at the University of Limerick and Adjunct Professor of Marketing at the University of Adelaide. He has a distinguished track record in the fields of marketing and business strategy and is particularly known for his work in the area of marketing resources and capabilities. Other current research interests include customer value, evolutionary perspectives on marketing and strategic decision making. He is the author of over 100 articles on marketing and strategy and has been published in leading titles including Journal of Marketing, Journal of International Business Studies, Journal of Business Research, Journal of Marketing Management, European Journal of Marketing, International Business Review and Sloan Management Review. His best known work, a Journal of Marketing article on sustainable competitive advantage, has been cited over 2,000 times. He is also the winner of several major international research awards such as the AMA Services Marketing Paper of the Year Award and the Chartered Institute of Marketing Best Paper Award at the Academy of Marketing Annual Conference. He is a former Executive Committee member of the European Academy of Marketing.
David Jobber
David Jobber is Emeritus Professor in the School of Management at the University of Bradford. Before joining the faculty at Bradford, David worked for the TI Group in marketing and sales, and was a Senior Lecturer in Marketing at the University of Huddersfield. He has over 150 publications in such high ranking journals as the International Journal of Research in Marketing, MIS Quarterly, Strategic Management Journal, Journal of International Business Studies, Journal of Management, Journal of Business Research, European Journal of Marketing, Journal of Product Innovation Management, Journal of Selling and Sales Management, and Journal of the Operational Research Society. He has served on the editorial boards of the International Journal of Research in Marketing, Journal of Personal Selling and Sales Management, European Journal of Marketing and the Journal of Marketing Management. He has acted as Special Advisor to the Research Assessment Exercise Panel that rated research output from business and management schools throughout the UK. He has received the Academy of Marketing's Life Achievement award for distinguished and extraordinary services to marketing.
Transform learning: boost grades, stimulate engagement and deliver an amazing course
Connect is an online platform integrating ready-made course content with assessment and tools. The platform uses the most established adaptive digital technology to deliver a more effective learning experience for both students and educators across over 90 disciplines.
Connect has changed the paradigm from students adapting to the classroom to education adapting to each student. Connect’s interactive technology provides each student with a tailored learning journey enabling them to learn at their own pace and in their own way.
Foundations is also available with Smartbook through the Connect platform.
Smartbook is an adaptive, interactive eBook that allows you to assign readings and track student engagement, so you know whether they are coming prepared to class. In addition, quiz questions throughout the chapters test students’ understanding, orienting them to topics they need to review, while providing you with actionable insight data.
The Connect Application-Based Activities (ABAs) provide students valuable practice using problem solving skills to apply their knowledge to realistic scenarios. Students’ progress from understanding basic concepts to using their knowledge to analyse complex scenarios and solve problems. Available ABAs for marketing include:
|
Marketing Mini-Sims |
Role-Playing |
| Buyer Behaviour | Consumer Behavior: Choosing a Nursing Program |
| Integrated Marketing Communication | Integrated Marketing Communication: Soar Travel Agency |
| Marketing Metrics | Market Growth Strategies: The Better Bean |
| Planning and the Marketing Mix | Marketing Research: Swift and Snug Furniture |
| Pricing | Marketing Service Gaps: Evergreen Hotel |
| Product Development | Personal Selling: Buddle Health |
| Retail Strategy | Product, Branding, and Packaging: The Upcycled Dog |
| Segmentation | Retailing & Omnichannel Marketing: Fit Life |
The full Practice Marketing
Also available with Foundations of Marketing in Connect is Practice Marketing.
Practice Marketing is a 3D, multiplayer business strategy simulation set in the backpack industry, enabling students to put their marketing skills to the test in a fun and competitive, real-world environment. Students practice marketing strategy by doing what it takes to be an effective marketing manager. Practice Marketing is based on the framework of the "4 Ps" of marketing: Product, Price, Placement, and Promotion. Using strategies learned in class, students must successfully launch a new product to market: a backpack of their own design.
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