Marketing Foundations, 7e by John Fahy and David Jobber is a study book that focuses on marketing within higher education. The book offers a clear and up-to-date approach to marketing concepts and practice.
This edition shows how marketers use data and technology to gather relevant information about target groups. In addition, it pays attention to current topics such as sustainability, climate change, and planned product obsolescence. Through engaging case studies and examples, it bridges the gap between theory and practice.
Highlights from the book include:
- The growing role of social marketing
- Use of consumer data for better decision-making and customer engagement
- The importance of brand communities, peer-to-peer marketing, and social influencers
The text presents both a management-oriented and a consumer-oriented view of marketing. Concrete elements such as Marketing Spotlights, Marketing in Action boxes, and critical reflections on ethics make it a comprehensive resource for students. The final chapters include in-depth case studies of global brands such as Starbucks, Spotify, and Patagonia, combined with questions designed to stimulate critical thinking.
Content-wise, this book aligns with subjects such as Sales & Marketing and Business, and is intended for students in higher education who want to deepen their knowledge of marketing.