Fahy, J: Foundations of Marketing
(Sprache: Englisch)
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...
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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.Discover:
- 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
Inhaltsverzeichnis zu „Fahy, J: Foundations of Marketing “
Part One: The Market Led OrganisationChapter 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
Autoren-Porträt von John Fahy, David Jobber
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.
Bibliographische Angaben
- Autoren: John Fahy , David Jobber
- 2015, 5. Auflage, 359 Seiten, Maße: 19,5 x 26,1 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Education Ltd
- ISBN-10: 0077167953
- ISBN-13: 9780077167950
Sprache:
Englisch
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