The bestselling Foundations of Marketing by David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses.What's new:
* Coverage of the latest developments in marketing practice, such as experiential marketing, neuro marketing, multi-channel marketing and buzz marketing
* Brand new end-of-chapter cases including YouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing
* New Ethical Debate boxes stimulate student discussions about socially responsible practice
* New Technology Focus boxes examine the growing impact of digital technologies on marketing.
- ISBN13 9780077121907
- Publish Date 16 February 2009 (first published 16 August 2002)
- Publish Status Out of Print
- Out of Print 13 March 2012
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 3rd edition
- Format Paperback
- Pages 363
- Language English