 Foundations of Marketing David Jobber,
University of Bradford
John Fahy,
University of Limerick
Feature Summary- Structured to suit the needs of short or one-semester modules, the
text assumes no prior knowledge of marketing and is ideal for non-marketing
students requiring a thorough introduction to the core marketing concepts.
Coverage focuses on the key introductory topics and extends to cover marketing
strategy and planning and marketing implementation, providing an overview
of marketing for competitive advantage in business.
- Focus on emerging ideas and key topics in contemporary marketing
- such as marketing ethics, relationship marketing, and Internet marketing
models.
- Ethical dimensions of marketing are dealt with throughout the
text. For example, Chapter 4 examines the ethical issues of privacy, misuse
of information, competitive espionage and codes of practice in marketing
research. Chapter 9 considers the ethical issues of distribution and trading,
Chapter 10 the ethics of using the Internet for marketing and the social
exclusion issues surrounding Internet-only services.
- Chapter 3 covers relationship management and the importance of
developing relationships and service to focus on retaining customers.
Boxed examples feature companies such as Dell using the Internet to tailor
their customer service.
- A full chapter on Internet and on-line marketing offers students
an exciting insight into the new frontiers of the marketing environment.
Many e-marketing examples are integrated in the text, covering ground-breaking
marketing such as the revolution in Internet banking across Europe, the
future of marketing by mobile phone, marketing through developing online
communities, and how companies such as hotmail.com and thomascook.com
have harnessed the power of "viral" marketing.
- Marketing Spotlights begin each chapter, highlighting marketing dilemmas
to be faced in the following chapter pages. Examples include Coca-Cola's Harry
Potter campaign and the ethics of marketing to children, the issues surrounding
the deregulation of public services in the case of Royal Mail/Consignia, and
the risky strategy behind the successful launch of Glamour, a new format magazine.
- New European cases with case questions feature companies from a variety
of sectors in the UK, Ireland, Europe and beyond. They provide relevant insights
into current marketing issues in real business and encourage students to apply
and evaluate marketing tactics and strategies. For example: Marks and Spencer's
trials in maintaining its leading UK high street position, the pan-European
growth of the Spanish fashion retail chain Zara, and the marketing research
that launched the Goodfella's Pizza brand.
- Builds on the tried and tested strengths of Principles and Practice of
Marketing by David Jobber, offering a clear and authoritative explication
of key marketing concepts, pedagogically enhanced with key terms, summaries,
review questions, internet exercises and case questions.
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2002 A McGraw-Hill Online Learning Centre