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Paperback Engels 2019 9781526847348
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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 Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy.

Discover:How marketing adds value to customers and organizationsHow innovative brand positioning drives commercial successHow new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levelsHow marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities.

Key features:Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC.Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally.Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues.12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry.Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.


Uitgever:McGraw-Hill Education


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<p>Part 1: The Market-Led Organisation</p><p>Chapter 1: The Nature of Marketing</p><p>Chapter 2: The Global Marketing Environment</p><p>Chapter 3: Customer Behaviour</p><p>Chapter 4: Market Research & Customer Insights</p><p>Chapter 5: Market Segmentation, Targeting & Positioning</p><p>Part 2:Creating Customer Value</p><p>Chapter 6: Value Through Products & Brands</p><p>Chapter 7: Value Through Service & Relationships</p><p>Chapter 8: Value Through Pricing</p><p>Part 3: Delivering and Communicating Customer Value</p><p>Chapter 9: Distribution: Delivering Customer Value</p><p>Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques</p><p>Chapter 11: Integrated Marketing Communications II: Online Communications Techniques</p><p>Chapter 12: Marketing Planning &amp; Strategy</p>

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