Παρουσίαση
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 field
- How marketing adds value to customers and organizations
- How innovative brand positioning drives commercial success
- How companies in the service sector such as Paddy Power build a loyal customer base
- How viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance. (From the publisher)
Περιεχόμενα
Case listVignette list
Preface to the fifth edition
Acknowledgments
Guided tour
Tour our video and digital resources
THE MARKET-LED ORGANIZATION
CREATING CUSTOMER VALUE
DELIVERING AND MANAGING CUSTOMER VALUE
Glossary
Author index
Companies and brands index
Subject index
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