{"product_id":"foundations-of-marketing-8e-9781526850638","title":"Foundations of Marketing 8e","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eCurious 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 8\u003csup\u003eth\u003c\/sup\u003e edition, \u003cb\u003eFoundations of Marketing\u003c\/b\u003e explores these pressing questions, offering up-to-date insights through real-world applications of marketing concepts, case studies, and contemporary examples. The bookâs 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 todayâs marketing students.\u003c\/p\u003e\u003cp\u003eDiscover:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThe impact of generative AI across the field of marketing practice, in areas such as customer service, content marketing and advertising\u003c\/li\u003e\n\u003cli\u003eThe growing importance of digital and social media marketing, covered throughout the book\u003c\/li\u003e\n\u003cli\u003eHow organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels\u003c\/li\u003e\n\u003cli\u003eImportant developments in the field of sustainable marketing\u003c\/li\u003e\n\u003cli\u003eBoth a Managerial and Consumer perspective to marketing\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eKey features:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eMarketing Spotlights \u003c\/b\u003ehighlight the marketing innovations of brands such as \u003cb\u003eLidl\u003c\/b\u003e, \u003cb\u003eHoka\u003c\/b\u003e, \u003cb\u003eSingapore Airlines\u003c\/b\u003e and \u003cb\u003eDecathlon\u003c\/b\u003e.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eMarketing in Action\u003c\/b\u003e boxes offer modern examples of real marketing campaigns in the UK, Europe and internationally.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eCritical Marketing Perspective \u003c\/b\u003eboxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eEnd of Chapter Case Studies \u003c\/b\u003ecovering businesses such as \u003cb\u003eQuorn\u003c\/b\u003e, \u003cb\u003eIKEA\u003c\/b\u003e, \u003cb\u003eAveeno Skincare\u003c\/b\u003e and \u003cb\u003eVictoriaâs Secret\u003c\/b\u003e provide students with an in-depth analysis of companiesâ marketing strategies. Each case study has dedicated questions to encourage critical thinking.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003eFoundations of Marketing\u003c\/i\u003e is available through McGraw Hillâs \u003cb\u003eConnect®\u003c\/b\u003e 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 \u003cb\u003emheducation.co.uk\/connect\u003c\/b\u003e.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e Key Connect® features for this edition include:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eApplication 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\u003c\/li\u003e\n\u003cli\u003eMarketing Analytics exercises that challenge students to make decisions using metrics commonly seen across marketing professionals\u003c\/li\u003e\n\u003cli\u003eAssignable case studies with associated multiple-choice questions to test understanding and application of topics covered in the case study\u003c\/li\u003e\n\u003cli\u003eNew âiSeeit!â videos with associated questions to aid learning and supplement the content of the book, allowing students to test their understanding of key concepts\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eJohn Fahy\u003c\/b\u003e is Professor of Marketing at the University of Limerick, Ireland\u003c\/p\u003e\u003cp\u003e\u003cb\u003eDavid Jobber\u003c\/b\u003e is Professor of Marketing at the University of Bradford School of Management, UK\u003c\/p\u003e\u003cp\u003e\u003cb\u003eSvend Hollensen\u003c\/b\u003e is Associate Professor of International Marketing at the University of Southern Denmark (SÃnderborg)\u003c\/p\u003e","brand":"McGraw-Hill Education","offers":[{"title":"Default Title","offer_id":53188280713559,"sku":"9781526850638","price":47.49,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/foundations-of-marketing-8e-9781526850638","provider":"Book Curl","version":"1.0","type":"link"}