Foundations of Marketing

by David Jobber

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 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.

363 pages, Paperback

First published August 1, 2002

Reviews

[Mohamed Shehab]

Well the book explains the marketing principles and concepts in a very simple way .. i did learn from it alot .. i wanna just highlight that the included case studies became really obsolete for 2014/2015 ..