Foundations of Marketing

Description

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 Fifth Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text. Title Page Copyright About the Authors Brief Contents Detailed Table of Contents Case list Vignette list Preface to the Fifth Edition Acknowledgements Guided tour Tour our video and digital resources Part 1: The Market-Led Organization 1. The Nature of Marketing 2. The Global Marketing Environment 3. Understanding Customer Behaviour 4. Marketing Research and Customer Insights 5. Market Segmentation, Targeting and Positioning Part 2: Creating Customer Value 6. Value through Products and Brands 7. Value through Services, Relationships and Experiences 8. Value through Pricing Part 3: Delivering and Managing Customer Value 9. Distribution: Delivering Customer Value 10. Integrated Marketing Communications 1: Mass Communications Techniques 11. Integrated Marketing Communications 2: Direct Communications Techniques 12. Digital Marketing Glossary Author index Companies and brands index Subject index