Foundations Of Marketing

FOUNDATIONS OF MARKETING JOHN FAHY AND DAVID JOBBER London Boston Burr Ridge, IL Dubuque, IA Madison, WI New York San Francisco St. Louis Bangkok Bogotá Caracas Kuala Lumpur Lisbon Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto Foundations of Marketing John Fahy and David Jobber ISBN-13 9780077167950 ISBN-10 0077167953 Published by McGraw-Hill Education Shoppenhangers Road Maidenhead Berkshire SL6 2QL Telephone: 44 (0) 1628 502 500 Fax: 44 (0) 1628 770 224 Website: www.mheducation.co.uk British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data The Library of Congress data for this book has been applied for from the Library of Congress Content Acquisition Manager: Leiah Norcott Product Developer: Jennifer Yendell/Alice Aldous Content Product Manager: Alison Davis Marketing Manager: Geeta Kumar Text Design by Ian Youngs Cover design by Adam Renvoize Published by McGraw-Hill Education. Copyright © 2015 by McGraw-Hill Education. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Fictitious names of companies, products, people, characters and/or data that may be used herein (in case studies or in examples) are not intended to represent any real individual, company, product or event. ISBN-13 9780077167950 ISBN-10 0077167953 © 2015. Exclusive rights by McGraw-Hill Education for manufacture and export. This book cannot be re-exported from the country to which it is sold by McGraw-Hill. About the Authors John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organizational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. An eclectic thinker, his work draws on insights from marketing strategy, behavioural economics, evolutionary psychology and neuroscience. Other current research interests include customer value, evolutionary perspectives on marketing and strategic decision making. He is the author of dozens of referred journal articles on marketing and strategy that have been published in leading titles, including Journal of Marketing, Journal of International Business Studies, Journal of Business Research, Journal of Marketing Management, European Journal of Marketing, International Business Review and Sloan Management Review. He is also the winner of several major international research awards such as the AMA Services Marketing Paper of the Year Award and the Chartered Institute of Marketing Best Paper Award at the Academy of Marketing Annual Conference. Professor Fahy is also a renowned teacher with a particular expertise in working with MBA and executive groups and he was awarded the prestigious Shannon Consortium Regional