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 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text.Discover:A framework for digital marketing and social media that will help students navigate this rapidly changing fieldHow marketing adds value to customers and organisationsHow innovative brand positioning drives commercial successHow companies in the service sector… Mehr

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Produktdetails

Weitere Autoren: Jobber, David

ISBN: 978-0-07-716795-0
EAN: 9780077167950
Produktnummer: 18127299
Verlag: McGraw-Hill
Sprache: Englisch
Erscheinungsjahr: 2015
Seitenangabe: 359 S.
Masse: H26.1 cm x B19.5 cm x D2.0 cm 794 g
Auflage: 5. Auflage.
Gewicht: 794

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.