Foundations of Marketing, Fourth Edition, is a fully revised and
updated edition of the highly successful text by John Fahy and
David Jobber. Devised to offer comprehensive coverage for a short
course in marketing, Foundations of Marketing retains its concise
twelve chapter structure. The book offers a rigorous but accessible
introduction, covering the core marketing curriculum in an engaging
style that routinely demonstrates how marketing affects our
everyday lives, considering both the decisions we make as
consumers, and decisions marketing professionals would make in
response to their customers. Fully revised and updated, this
edition offers a closer focus on the value of marketing and its
impact. The new edition also takes a more critical approach that
questions and engages with current debates. Topic highlights of the
fourth edition include widespread coverage of the huge impact of
social media on the sphere of marketing, a fresh look at new
techniques of marketing research used in real organizations, and a
contemporary perspective on the growing service segment of the
world economy. Bang up to date with new cases and examples, the
book covers European examples from all corners of the region,
including Germany, Sweden, Denmark, France, Switzerland, the UK and
Ireland, without ignoring the prevalence of US and global brands in
contemporary culture. The book retains the popular Marketing
Spotlight and Marketing in Action features, showcasing brands as
diverse as Lady Gaga, Guinness and Gap. New Social Media boxes
cover LinkedIn, Facebook, Groupon and more. The fourth edition's
case studies are all new, featuring brands from varying segments
and countries, including H and M, Subway, Carlsberg, Rolex and
Jamie Oliver. The new edition is supported by a superlative
resource package to support lecturers and students, with exciting
new videos linked to the case material, case and tutorial support
and the integration of McGraw-Hill's Connect learning solution.
Connect offers gradeable interactive activities, cases, self study
quizzes, and a variety of tools to help students to master their
marketing module.
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