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John Fahy

Foundations of Marketing

Buch

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.Discover:How marketing adds value to customers and organizationsHow innovative brand positioning drives commercial successHow new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well a… Mehr

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Produktdetails


Weitere Autoren: Jobber, David
  • ISBN: 978-1-5268-4734-8
  • EAN: 9781526847348
  • Produktnummer: 31282168
  • Verlag: McGraw-Hill Education Ltd
  • Sprache: Englisch
  • Erscheinungsjahr: 2019
  • Seitenangabe: 424 S.
  • Masse: H26.1 cm x B19.7 cm x D2.1 cm 815 g
  • Auflage: 6th edition
  • Gewicht: 815

Über den Autor


John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making.

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