Foundations of Marketing

Viltu vita hvernig markaðsfólk tekst á við áskoranir á borð við sjálfbærni, loftslagsbreytingar, persónuvernd og gervigreind? Eða hvernig það nýtir gögn og tækni til að öðlast skilning á markhópum sínum? Í 8. útgáfu Foundations of Marketing er fjallað um þessar brýnu spurningar með nýlegri innsýn, raunverulegum dæmum um beitingu markaðshugtaka og ítarlegum tilviksrannsóknum. Áherslan á virði veitir áfram traustan hugtakaramma sem hjálpar nemendum að skilja hvernig markaðsstarf skapar, miðlar og afhendir virði í síbreytilegu umhverfi.

Þessi leiðandi kennslubók endurspeglar nýlega þróun í markaðsrannsóknum og markaðsstarfi og er því mikilvægt námsefni fyrir markaðsfræðinema nútímans.

• Áhrif skapandi gervigreindar á markaðsstarf, meðal annars í þjónustu við viðskiptavini, efnismarkaðssetningu og auglýsingum.
• Vaxandi mikilvægi stafrænnar markaðssetningar og markaðssetningar á samfélagsmiðlum, sem fjallað er um víðs vegar í bókinni.
• Hvernig fyrirtæki og stofnanir nýta neytendagögn við ákvarðanatöku til að auka tryggð viðskiptavina og bæta umbreytingarhlutfall.
• Mikilvæg þróun á sviði sjálfbærrar markaðssetningar.
• Sjónarhorn bæði stjórnenda og neytenda á markaðssetningu.

Helstu þættir bókarinnar:

• Marketing Spotlights varpa ljósi á nýjungar í markaðsstarfi vörumerkja á borð við Lidl, Hoka, Singapore Airlines og Decathlon.
• Marketing in Action sýnir nýleg dæmi um raunverulegar markaðsherferðir í Bretlandi, Evrópu og víðar um heim.
• Critical Marketing Perspective hvetur nemendur til gagnrýninnar ígrundunar um siðferðileg álitamál og umræðu og greiningar á samfélagslega ábyrgum starfsháttum.
• Tilviksrannsóknir í lok hvers kafla fjalla um fyrirtæki á borð við Quorn, IKEA, Aveeno Skincare og Victoria’s Secret og veita ítarlega greiningu á markaðsaðferðum þeirra.
• Hverri tilviksrannsókn fylgja sérstakar spurningar sem efla gagnrýna hugsun.

John Fahy er prófessor í markaðsfræði við University of Limerick á Írlandi.

David Jobber er prófessor í markaðsfræði við University of Bradford School of Management í Bretlandi.

Svend Hollensen er dósent í alþjóðlegri markaðsfræði við University of Southern Denmark í Sønderborg.

Curious 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 8th edition, Foundations of Marketing explores these pressing questions, offering up-to-date insights through real-world applications of marketing concepts, case studies, and contemporary examples. The book’s 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 today’s marketing students. Discover: The impact of generative AI across the field of marketing practice, in areas such as customer service, content marketing and advertising The growing importance of digital and social media marketing, covered throughout the book How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels Important developments in the field of sustainable marketing Both a Managerial and Consumer perspective to marketing Key features: Marketing Spotlights highlight the marketing innovations of brands such as Lidl, Hoka, Singapore Airlines and Decathlon.

Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Europe and internationally. Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices. End of Chapter Case Studies covering businesses such as Quorn, IKEA, Aveeno Skincare and Victoria’s Secret provide students with an in-depth analysis of companies’ marketing strategies.

Each case study has dedicated questions to encourage critical thinking. Foundations of Marketing is available through McGraw Hill’s Connect® 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 mheducation.co.uk/connect. Key Connect® features for this edition include: Application 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 Marketing Analytics exercises that challenge students to make decisions using metrics commonly seen across marketing professionals Assignable case studies with associated multiple-choice questions to test understanding and application of topics covered in the case study New ‘iSeeit!’ videos with associated questions to aid learning and supplement the content of the book, allowing students to test their understanding of key concepts John Fahy is Professor of Marketing at the University of Limerick, Ireland David Jobber is Professor of Marketing at the University of Bradford School of Management, UK Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark (Sønderborg)