Foundations of Marketing, 5th. edition 2015
By John Fahy, David Jobber.
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.
McGraw Hill Higher Education, 384 p., 2015.