David Jobber Foundations of Marketing

ISBN 13: 9780077125608

Foundations of Marketing

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9780077125608: Foundations of Marketing

The bestselling "Foundations of Marketing" by 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 as experiential marketing, neuro marketing, multi-channel marketing and buzz marketing; brand new end-of-chapter cases including YouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing; new Ethical Debate boxes stimulate student discussions about socially responsible practice; new Technology Focus boxes examine the growing impact of digital technologies on marketing.

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About the Author:

David Jobber is Professor of Marketing at the University of Bradford School of Management. John Fahy is Professor of Marketing at the University of Limerick, Ireland.

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David Jobber
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ISBN 10: 0077125606 ISBN 13: 9780077125608
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