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Foundations of marketing / John Fahy and David Jobber

By: Fahy, JohnContributor(s): Jobber, DavidPublication details: London : McGraw Hill Education, 2022. Edition: 7thDescription: xviii, 408 pages : illustrations ; 26cmISBN: 9781526849007Subject(s): Marketing | Marketing -- Management | Internet marketing | Domestic marketing | Retail marketing | Retail trade -- Marketing | Consumer goods -- MarketingDDC classification: 658.8 JOB
Contents:
Part 1: The Market-Led Organization 1. The Nature of Marketing 2. Marketing Strategy & Planning 3. Understanding Customer Behaviour 4. Marketing Research and Customer Insights 5. Market Segmentation, Targeting and Positioning Part 2: Creating Customer Value 6. Value through Products and Brands 7. Value through Services, Relationships and Experiences 8. Value through Pricing Part 3: Delivering and Managing Customer Value 9. Distribution: Delivering Customer Value 10. Integrated Marketing Communications I: Offline Communications Techniques 11. Integrated Marketing Communications II: Online Communications Techniques Part 4: The Environmental Context of Marketing 12. The Marketing Environment
Summary: Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in todays 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.
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Holdings
Item type Current library Collection Class number Status Date due Barcode
Standard loan Library Services Main collection Print books 658.8 JOB (Browse shelf(Opens below)) Available 74006374

Includes bibliographical references and index.

Part 1: The Market-Led Organization 1. The Nature of Marketing 2. Marketing Strategy & Planning 3. Understanding Customer Behaviour 4. Marketing Research and Customer Insights 5. Market Segmentation, Targeting and Positioning Part 2: Creating Customer Value 6. Value through Products and Brands 7. Value through Services, Relationships and Experiences 8. Value through Pricing Part 3: Delivering and Managing Customer Value 9. Distribution: Delivering Customer Value 10. Integrated Marketing Communications I: Offline Communications Techniques 11. Integrated Marketing Communications II: Online Communications Techniques Part 4: The Environmental Context of Marketing 12. The Marketing Environment

Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in todays 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.

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