Foundations of Marketing

8. Auflage 2026
ISBN: 978-1-5268-5063-8
Verlag: McGraw-Hill Education Ltd

Buch, Deutsch, Englisch, Format (B × H): 195 mm x 261 mm, Gewicht: 840 g

Curious about how marketers tackle challenges like sustainability, climate change, privacy and AI? Or how they harness data and technology to understand their audiences? Now in its 8th edition, Foundations of Marketing explores these pressing questions, offering up-to-date insights through real-world applications of marketing concepts, case studies, and contemporary examples. The book’s value theme continues to provide a strong conceptual framework, helping students understand how marketing creates, communicates, and delivers value in a rapidly changing landscape. This leading textbook reflects recent advancements in marketing research and practice, making it an essential resource for today’s marketing students.Discover: - The impact of generative AI across the field of marketing practice, in areas such as customer service, content marketing and advertising
- The growing importance of digital and social media marketing, covered throughout the book
- How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels
- Important developments in the field of sustainable marketing
- Both a Managerial and Consumer perspective to marketing
Key features: - Marketing Spotlights highlight the marketing innovations of brands such as Lidl, Hoka, Singapore Airlines and Decathlon.
- Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Europe 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 businesses such as Quorn, IKEA, Aveeno Skincare and Victoria’s Secret provide students with an in-depth analysis of companies’ marketing strategies. Each case study has dedicated questions to encourage critical thinking.
Foundations of Marketing is available through McGraw Hill’s Connect® learning platform as an interactive, adaptive eBook alongside a wealth of ready-made course content for teaching, learning, practice and assessment. With a variety of tools to help with course management, insight and tracking, Connect helps faculty and institutions improve student outcomes and deliver courses more efficiently. To learn more, visit mheducation.co.uk/connect.
Key Connect® features for this edition include: - Application Based Activities that provide students with a real-world experience and provides the opportunity to synthesize information and use critical thinking skills to solve realistic scenarios. Coverage includes digital and social media marketing, marketing ethics and Artificial Intelligence
- Marketing Analytics exercises that challenge students to make decisions using metrics commonly seen across marketing professionals
- Assignable case studies with associated multiple-choice questions to test understanding and application of topics covered in the case study
- New ‘iSeeit!’ videos with associated questions to aid learning and supplement the content of the book, allowing students to test their understanding of key concepts
John Fahy is Professor of Marketing at the University of Limerick, IrelandDavid Jobber is Professor of Marketing at the University of Bradford School of Management, UKSvend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark (Sønderborg)

Autoren/Hrsg.

Fahy, John

Jobber, David

Hollensen, Svend

Inhaltsverzeichnis

Part 1: The Market-Led OrganizationChapter 1: The Nature of MarketingChapter 2: Marketing Strategy and PlanningChapter 3: Understanding Customer BehaviourChapter 4: Marketing Research and Customer InsightsChapter 5: Market Segmentation, Targeting and PositioningPart 2: Creating Customer ValueChapter 6: Value Through Products and BrandsChapter 7: Value Through Services, Relationships and ExperiencesChapter 8: Value Through PricingPart 3: Delivering and Managing Customer ValueChapter 9: Distribution: Delivering Customer ValueChapter 10: Integrated Marketing Communications I: Mass Communications TechniquesChapter 11: Integrated Marketing Communications II: Direct and Online Communications TechniquesPart 4: The Environmental Context of MarketingChapter 12: The Marketing Environment

Über Autor(innen)

Hollensen, Svend
Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark

Jobber, David
David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketing’s Life Achievement award for distinguished and extraordinary services to marketing.

Fahy, John
John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making.