Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s world deal with

Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that is ideal for students studying marketing for the first time. The

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter cas

This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.