Foundations of Marketing, 8e: Edition 8
About this ebook
Discover:
- The impact of generative AI across the field of marketing practice, in areas such as customer service, content marketing and advertising
- The growing importance of digital and social media marketing, covered throughout the book
- How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels
- Important developments in the field of sustainable marketing
- Both a Managerial and Consumer perspective to marketing
Key features:
- Marketing Spotlights highlight the marketing innovations of brands such as Lidl, Hoka, Singapore Airlines and Decathlon.
- Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Europe and internationally.
- Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices.
- End of Chapter Case Studies covering businesses such as Quorn, IKEA, Aveeno Skincare and Victoria’s Secret provide students with an in-depth analysis of companies’ marketing strategies. Each case study has dedicated questions to encourage critical thinking.
Foundations of Marketing is available through McGraw Hill’s Connect® learning platform as an interactive, adaptive eBook alongside a wealth of ready-made course content for teaching, learning, practice and assessment. With a variety of tools to help with course management, insight and tracking, Connect helps faculty and institutions improve student outcomes and deliver courses more efficiently. To learn more, visit mheducation.co.uk/connect.
Key Connect® features for this edition include:
- Application Based Activities that provide students with a real-world experience and provides the opportunity to synthesize information and use critical thinking skills to solve realistic scenarios. Coverage includes digital and social media marketing, marketing ethics and Artificial Intelligence
- Marketing Analytics exercises that challenge students to make decisions using metrics commonly seen across marketing professionals
- Assignable case studies with associated multiple-choice questions to test understanding and application of topics covered in the case study
- New ‘iSeeit!’ videos with associated questions to aid learning and supplement the content of the book, allowing students to test their understanding of key concepts
John Fahy is Professor of Marketing at the University of Limerick, Ireland
David Jobber is Professor of Marketing at the University of Bradford School of Management, UK
Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark (Sønderborg)
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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.
Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark
