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Full Description
Curious about how marketers tackle challenges like sustainability, climate change, privacy and AI? Or how they harness data and technology to understand their audiences? Now in its 8th edition, Foundations of Marketing explores these pressing questions, offering up-to-date insights through real-world applications of marketing concepts, case studies, and contemporary examples. The book's value theme continues to provide a strong conceptual framework, helping students understand how marketing creates, communicates, and delivers value in a rapidly changing landscape. This leading textbook reflects recent advancements in marketing research and practice, making it an essential resource for today's marketing students.
Discover:
The impact of generative AI across the field of marketing practice, in areas such as customer service, content marketing and advertising
The growing importance of digital and social media marketing, covered throughout the book
How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels
Important developments in the field of sustainable marketing
Both a Managerial and Consumer perspective to marketing
Key features:
Marketing Spotlights highlight the marketing innovations of brands such as Lidl, Hoka, Singapore Airlines and Decathlon.
Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Europe 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 businesses such as Quorn, IKEA, Aveeno Skincare and Victoria's Secret provide students with an in-depth analysis of companies' marketing strategies. Each case study has dedicated questions to encourage critical thinking.
Foundations of Marketing is available through McGraw Hill's Connect® learning platform as an interactive, adaptive eBook alongside a wealth of ready-made course content for teaching, learning, practice and assessment. With a variety of tools to help with course management, insight and tracking, Connect helps faculty and institutions improve student outcomes and deliver courses more efficiently. To learn more, visit mheducation.co.uk/connect.
Key Connect® features for this edition include:
Application Based Activities that provide students with a real-world experience and provides the opportunity to synthesize information and use critical thinking skills to solve realistic scenarios. Coverage includes digital and social media marketing, marketing ethics and Artificial Intelligence
Marketing Analytics exercises that challenge students to make decisions using metrics commonly seen across marketing professionals
Assignable case studies with associated multiple-choice questions to test understanding and application of topics covered in the case study
New 'iSeeit!' videos with associated questions to aid learning and supplement the content of the book, allowing students to test their understanding of key concepts
John Fahy is Professor of Marketing at the University of Limerick, Ireland
David Jobber is Professor of Marketing at the University of Bradford School of Management, UK
Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark (Sønderborg)
Contents
Part 1: The Market-Led Organization
Chapter 1: The Nature of Marketing
Chapter 2: Marketing Strategy and Planning
Chapter 3: Understanding Customer Behaviour
Chapter 4: Marketing Research and Customer Insights
Chapter 5: Market Segmentation, Targeting and Positioning
Part 2: Creating Customer Value
Chapter 6: Value Through Products and Brands
Chapter 7: Value Through Services, Relationships and Experiences
Chapter 8: Value Through Pricing
Part 3: Delivering and Managing Customer Value
Chapter 9: Distribution: Delivering Customer Value
Chapter 10: Integrated Marketing Communications I: Mass Communications Techniques
Chapter 11: Integrated Marketing Communications II: Direct and Online Communications Techniques
Part 4: The Environmental Context of Marketing
Chapter 12: The Marketing Environment
