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Foundations of marketing / John Fahy and David Jobber. London : McGraw-Hill Education, 2022xviii, 408 p. : ill. ; 27 cm.Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts. Discover: The growing importance of social marketing ; How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels ; The role of brand communities, peer-to-peer marketing and social influencers ; Both a Managerial and Consumer approach to marketing Key features: Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia. Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally. Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices. End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies’ marketing strategies. Each case study has dedicated questions to encourage critical thinking. Connect® resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions
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Marketing management / Philip Kotler, Kevin Lane Keller. Upper Saddle River, N.J. : Prentice Hall, 2012xxii, 657, [127] p. : ill. ; 29 cm.Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.
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