3 Review(s)

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.