Foundations of marketing. Con Contenuto online

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.
• Connect® resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions.

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