by John Fahy, David Jobber · McGraw-Hill Education / Europe, Middle East & Africa · tapa blanda · ISBN 9780077167950
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«Foundations of Marketing» is the marketing textbook by John Fahy and David Jobber, published by McGraw-Hill Education in paperback (384 pages, in English).
Introduction to marketing with special attention to digital marketing and social media. Explains how marketing creates value for customers and organizations, how brand positioning drives commercial success, and how viral campaigns help charitable organizations. Includes examples of brands such as Spotify, ASOS, and Fiat.
Fifth edition, published in March 2015. Belongs to the UK Higher Education Business Marketing series.
Aimed at university business and marketing students who need an introduction to the discipline.
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