Foundations of Marketing

The bestsellingFoundations of Marketingby David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses. What's new: * Coverage of the latest developments in marketing practice, such asexperiential marketing, neuro marketing, multi-channel marketing and buzz marketing * Brand new end-of-chapter cases includingYouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing * NewEthical Debateboxes stimulate student discussions about socially responsible practice * NewTechnology Focusboxes examine the growing impact of digital technologies on marketing.