Foundations of Marketing Information Center: Table of Contents


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Foundations of Marketing, 5/e

John Fahy, University of Limerick
David Jobber, University of Bradford

Part 1: The Market-Led Organization
1. The nature of marketing
2. The global marketing environment
3. Understanding customer behaviour
4. Marketing information
5. Market segmentation, targeting and positioning

Part 2: Creating Customer Value
6. Value through products and brands
7. Value through services, relationships and experiences
8. Value through pricing

Part 3: Delivering and Managing Customer Value
9. Distribution: delivering customer value
10. Integrated marketing communications 1: mass commercial techniques
11. Integrated marketing communications 2: direct communications techniques
12. Digital marketing

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