Foundations of Marketing

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

Part One: The Market Led Organisation Chapter 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