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 5th
Edition features a dedicated chapter on digital marketing, whilst
the focus on customer value is retained throughout the text.
Discover: A framework for digital marketing and social media that
will help students navigate this rapidly changing fieldHow
marketing adds value to customers and organisationsHow innovative
brand positioning drives commercial successHow companies in the
service sector such as Paddy Power build a loyal customer baseHow
viral campaigns are an effective marketing tool for charitable
organisations like the Rainforest Alliance
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