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Foundations Of Marketing

Foundations Of Marketing [Kindle Edition]

John Fahy , GBP , 39.631067961165
4.4 out of 5 stars  See all reviews (5 customer reviews)

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Product Description

Product Description

Devised to offer comprehensive coverage for a short course in marketing, Foundations of Marketing retains its concise twelve chapter structure. The book offers a rigorous but accessible introduction, covering the core marketing curriculum in an engaging style that routinely demonstrates how marketing affects our everyday lives, considering both the decisions we make as consumers, and decisions marketing professionals would make in response to their customers.

About the Author

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.

David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketing's Life Achievement award for distinguished and extraordinary services to marketing.

Product details

  • Format: Kindle Edition
  • File Size: 7873 KB
  • Print Length: 400 pages
  • Publisher: McGraw-Hill Higher Education; 4th edition edition (1 Jan 2012)
  • Sold by: Amazon Media EU S. r.l.
  • Language: English
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: #250,823 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.4 out of 5 stars
4.4 out of 5 stars
Most Helpful Customer Reviews
4.0 out of 5 stars Good Resource 24 July 2013
Format:Paperback|Verified Purchase
Brilliantly updated using current company examples and with a tight focus on digital and social media types (all social networks covered with case studies, Twitter, FB, Linkedin)
More simplistic in terms of detail than Kotler's "Introduction to Marketing" but a valuable first step for a Marketing student. Very direct and easy to digest on the other hand.
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5.0 out of 5 stars Good product 5 Feb 2013
Format:Paperback|Verified Purchase
Havent used the book as much as i thought but is useful for refernce when revising or looking at practice papers. would recommend if your in uni
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5.0 out of 5 stars good marketing book 27 Dec 2012
Format:Paperback|Verified Purchase
I liked this book because it helped me pass my test. Furthermore it came reasonably quick to start my revision
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3.0 out of 5 stars Another Uni Book 12 Dec 2012
Format:Paperback|Verified Purchase
Proving to be helpful in my new assignment, still got more to read though and I am sure it will help even more
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5.0 out of 5 stars Great book - concise, well-presented, up-to-date 22 May 2012
I've used Jobber & Fahey's books before as a marketing lecturer & course director, & this new edition is the best yet. It covers the whole marketing process comprehensively, & it manages to do so in 360 pages - quite a feat! It's perfect for shorter courses or stand-alone modules. The cases are mainly up-to-date, & bring out the key learning points very well (I particularly liked the Carlsberg one). Besides the teaching notes & PowerPoint slides, the Marketing Showcase videos enrich the classroom experience. The Social Media boxes, which are new, are a real help. Overall, well done to the authors - a great teaching aid.
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