Foundations of Marketing

Fahy, John; Jobber, David

Softcover

ISBN 10: 0077137019 ISBN 13: 9780077137014

Publisher: McGraw-Hill Education / Europe, Middle East & Africa, 2012

Bought this for University. Never used it.

About the Author:

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.