Foundations of Marketing‎,‎ Fourth Edition‎,‎ is a fully revised and updated edition of the highly successful text by John Fahy and David Jobber‎.‎ Devised to offer comprehensive coverage for a short course in marketing‎,‎ Foundations of Marketing retains its concise twelve chapter structure‎.‎ The book offers a rigorous but accessible introduction‎,‎ covering the core marketing curriculum in an engaging style that routinely demonstrates how marketing affects our everyday lives‎,‎ considering both the decisions we make as consumers‎,‎ and decisions marketing professionals would make in response to their customers‎.‎ Fully revised and updated‎,‎ this edition offers a closer focus on the value of marketing and its impact‎.‎ The new edition also takes a more critical approach that questions and engages with current debates‎.‎ Topic highlights of the fourth edition include widespread coverage of the huge impact of social media on the sphere of marketing‎,‎ a fresh look at new techniques of marketing research used in real organizations‎,‎ and a contemporary perspective on the growing service segment of the world economy‎.‎ Bang up to date with new cases and examples‎,‎ the book covers European examples from all corners of the region‎,‎ including Germany‎,‎ Sweden‎,‎ Denmark‎,‎ France‎,‎ Switzerland‎,‎ the UK and Ireland‎,‎ without ignoring the prevalence of US and global brands in contemporary culture‎.‎ The book retains the popular Marketing Spotlight and Marketing in Action features‎,‎ showcasing brands as diverse as Lady Gaga‎,‎ Guinness and Gap‎.‎ New Social Media boxes cover LinkedIn‎,‎ Facebook‎,‎ Groupon and more‎.‎ The fourth edition‎'‎s case studies are all new‎,‎ featuring brands from varying segments and countries‎,‎ including H and M‎,‎ Subway‎,‎ Carlsberg‎,‎ Rolex and Jamie Oliver‎.‎ The new edition is supported by a superlative resource package to support lecturers and students‎,‎ with exciting new videos linked to the case material‎,‎ case and tutorial support and the integration of McGraw‎-Hill‎'‎s Connect learning solution‎.‎ Connect offers gradeable interactive activities‎,‎ cases‎,‎ self study quizzes‎,‎ and a variety of tools to help students to master their marketing module‎.‎