Foundations of Marketing - Softcover

Jobber, David; Fahy, John

Softcover

ISBN 10: 0077121902 ISBN 13: 9780077121907

Publisher: McGraw-Hill Education / Europe, Middle East & Africa, 2009

Synopsis

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.

About this title

About the Author:

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.

About this edition

• Publisher: McGraw-Hill Education / Europe, Middle East & Africa
• Publication date: 2009
• ISBN 10: 0077121902
• ISBN 13: 9780077121907
• Binding: Paperback
• Edition number: 3
• Number of pages: 363