Foundations of Marketing

Foundations of Marketing

Book Title: Foundations of Marketing

Author: Danny Samson

Format: Paperback | 384 pages

Publication Date: 01 Jul 2015

ISBN-13: 9780077167950

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text.


A framework for digital marketing and social media that will help students navigate this rapidly changing fieldHow marketing adds value to customers and organisationsHow innovative brand positioning drives commercial successHow companies in the service sector such as Paddy Power build a loyal customer baseHow viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance