Foundations of Marketing, 5th Edition

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end-of-chapter case studies highlighting the real world application of marketing concepts, this fully updated Fifth Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text.

Table of Contents

Part 1: The Market-Led Organization
Chapter 1. The Nature of Marketing
Chapter 2. The Global Marketing Environment
Chapter 3. Understanding Customer Behaviour
Chapter 4. Marketing Research and Customer Insights
Chapter 5. Market Segmentation, Targeting and Positioning

Part 2: Creating Customer Value
Chapter 6. Value through Products and Brands
Chapter 7. Value through Services, Relationships and Experiences
Chapter 8. Value through Pricing

Part 3: Delivering and Managing Customer Value
Chapter 9. Distribution: Delivering Customer Value
Chapter 10. Integrated Marketing Communications 1: Mass Communications Techniques
Chapter 11. Integrated Marketing Communications 2: Direct Communications Techniques
Chapter 12. Digital Marketing