David Jobber Knihy

This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing and adverts to demonstrate marketing principles in practice.

Exploring the intersection of data, technology, and marketing, this 7th edition addresses how marketers engage with their target audience while navigating issues like sustainability and climate change. It features contemporary examples and case studies that illustrate the practical application of marketing concepts, making it a vital resource for understanding modern marketing challenges and strategies.

Foundations of marketing 2/e is a thorough, up-to-date and exciting introductory textbook that's ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire.