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Foundations of Marketing By John Fahy

Foundations of Marketing
by John Fahy

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Foundations of Marketing Summary

Foundations of Marketing by John Fahy

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.

  • A framework for digital marketing and social media that will help students navigate this rapidly changing field
  • How marketing adds value to customers and organisations
  • How innovative brand positioning drives commercial success
  • How companies in the service sector such as Paddy Power build a loyal customer base
  • How viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance

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About John Fahy

John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making. David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.

Table of Contents

Part One: The Market Led Organisation
Chapter 1: The nature of marketing; strategy and planning
Chapter 2: The global marketing environment
Chapter 3: Understanding consumer behaviour
Chapter 4: Marketing research and customer insights
Chapter 5: Market segmentation, targeting and positioning

Part Two: Creating Customer Value
Chapter Six: Value through products and brands
Chapter Seven: Value through services, relationships and experiences
Chapter Eight: Value through price

Part Three: Delivering and Managing Customer Value
Chapter Nine: Distribution: Delivering customer Value
Chapter Ten: Integrated Marketing Communications 1: Mass communications techniques
Chapter Eleven: Integrated Marketing Communications 2: Direct communications techniques
Chapter Twelve: Digital Marketing

Additional information

Foundations of Marketing by John Fahy
John Fahy
Used - Very Good
McGraw-Hill Education - Europe
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.