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FOUNDATIONS OF MARKETING 6ED

Editorial: McGraw-Hill Higher Education

Edition: 6

publication date: 2019

ISBN: 9781526847348

ISBN ebook: 9781526847355

pages: 454

Language: Inglés

Part 1. The Market-Led Organization
Chapter 1. The Nature of Marketing
Chapter 2. The Global Marketing Environment
Chapter 3. Understanding Customer Behaviour
Chapter 4. Marketing Research and Customer Insights
Chapter 5. Market Segmentation, Targeting and Positioning
Part 2. Creating Customer Value
Chapter 6. Value through Products and Brands
Chapter 7. Value through Services, Relationships and Experiences
Chapter 8. Value through Pricing
Part 3. Delivering and Managing Customer Value
Chapter 9. Distribution: Delivering Customer Value
Chapter 10. Integrated Marketing Communications I: Offline Communications Techniques
Chapter 11. Integrated Marketing Communications II: Online Communications Techniques
Chapter 12. Marketing Planning and Strategy
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.

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 Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy.

David Jobber

No notes from the Author

John Fahy
es un profesor de reconocido prestigio y uno de
los principales pensadores especializados en marketing de
Irlanda. Actualmente, ostenta el cargo de catedrático de
Marketing en la Universidad de Limerick. Anteriormente
,ejerció la docencia en el Trinity College de Dublín; tiene
un master de la Texas A&M University y un doctorado
del Trinity College.

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