Foundations of Marketing

Foundations of Marketing

Description

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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Available Format

Details

Author(s)
John Fahy, David Jobber
Format
Paperback | 384 pages
Dimensions
190 x 260 x 10mm | 794g
Publication date
01 Jul 2015
Publisher
McGraw-Hill Education - Europe
Imprint
McGraw-Hill Inc.,US
Publication City/Country
New York, United States
Language
English
Edition Statement
5th edition
ISBN10
0077167953
ISBN13
9780077167950
Bestsellers rank
85,968