Book Description

Providing comprehensive coverage in a consolidated format, Foundations of Marketing highlights e-marketing and customer relationship management throughout, in addition to current content, up-to-date research, and contemporary examples. This text has been developed in direct response to market need since a variety of reasons leave both instructors and students unable to cover lengthy texts. With only 18 chapters, Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, and also gives instructors the flexibility to easily integrate supplemental resources or activities into their lectures. Boxed inserts reinforce students' awareness of special issues: Marketing in Action, E-marketing and Technology, Ethics and Social Issues, Marketing Around the World, and Customer Relationship Management. These boxes examine real-world examples from companies such as Mountain Dew, Enron, Universal Studios, Starbucks, Ikea, and Barnes & Noble. Each chapter ends with a Video Case, illustrating the real-world application of major concepts with examples from companies such as New Belgium Brewing Company, Build-A-Bear Workshop, JetBlue, VIPdesk.com and Subway. An organizational model at the beginning of each part provides a visual "roadmap" of the text, enabling students to see the connection between chapters.