Foundations of Marketing

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The Fourth Edition of this marketing text by John Fahy and David Jobber provides a comprehensive and engaging introduction to core marketing concepts, structured into twelve concise chapters. It emphasizes the value and impact of marketing in everyday life, addressing both consumer decisions and the responses of marketing professionals. This updated edition adopts a critical perspective, engaging with contemporary debates and highlighting the significant influence of social media on marketing practices. It explores innovative marketing research techniques and offers insights into the expanding service sector of the global economy. Featuring fresh case studies and examples from across Europe, including Germany, Sweden, and France, the book also acknowledges the influence of US and global brands. It retains popular features like Marketing Spotlight and Marketing in Action, showcasing diverse brands such as Lady Gaga and Guinness. New Social Media boxes discuss platforms like LinkedIn and Facebook. The edition is enhanced by a robust resource package for lecturers and students, including new videos linked to case studies, tutorial support, and the integration of McGraw-Hill's Connect learning solution, which offers interactive activities, self-study quizzes, and tools for mastering marketing concepts.