Summary of ‘’Foundations of Marketing’’ by John Fahy, David Jobber, 6th edition, ISBN 9781526847348.
Lecture 1
- Chapter 1 ‘’The nature of Marketing’’
- Chapter 3 ‘’Understanding customer behavior’’
Lecture 2
- Chapter 5 ‘’Market segmentation, targeting and positioning’’
- Chapter 6 ‘’Value through Products and Brands’’ pages 166-179
Lecture 3
- Chapter 7 ‘’Value through Services’’ pages 198-213
Lecture 4
- Chapter 8 ‘’Value through Pricing’’
Lecture 5
- Chapter 9 ‘’Distribution: Delivering Customer Value’’
- Chapter 10 ‘’Integrated Marketing Communications 1’’
- Chapter 11 ‘’Integrated Marketing Communications 2’’
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