Foundations of Marketing  (English, Paperback, Jobber David)

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.

Salient Features

• Core topics are presented through an impressive array of student learning features and illustrated with a wide range of  advertisements and photos.
• Marketing Spotlight examples at the start of each chapter focus on new trends in marketing and innovations by Google, Manchester United and Radiohead .
• Marketing in Action boxes now feature new study guide questions, helping students to learn from brands such as Apple iPhone, Lenovo, Holiday Inn and Sony.