About Me

John Fahy is the Professor of Marketing in the University of Limerick and Adjunct Professor of Marketing at the University of Adelaide. He is an award winning author and speaker on marketing issues around the world.

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Foundations of Marketing

Now in its 5th edition, Foundations of Marketing is the trusted course companion for lecturers and students across Europe. Packed full of examples from real companies’ campaigns, the book demonstrates how organisations create and deliver customer value in the 21st century


What the readers say…


'I have used Fahy & Jobber's books before as a marketing lecturer and course director, & this new edition is the best yet. It covers the whole marketing process comprehensively, & manages to do it in 360 pages - quite a feat! It is perfect for short courses or stand-alone modules .... The social media boxes which are new are a real help. Overall, well done to the authors - a great teaching aid'.

This textbook is really good. The case studies are really up to date and one can easily connect the information to real life examples and apply it’

excellent book, it goes from the very beginning by defining marketing in such a simple way  …. after each chapter a number of useful websites are proposed, and case studies. The book gathers and explains everything that is important for a beginner in marketing … and I’m sure even those more advanced marketers use it as a ‘bible’

Am an engineering student who had an optional choice and took introduction to marketing. I did not attend the lectures because they were just too boring for me. However, I read this book and got a 2.1 in my exam. Book has everything for level 1 modules in marketing'

The book itself is of very high quality complete with colour print. Loads of updated examples of marketing success and failures line the pages along with the text to give you an example of how the various elements of marketing have affected one or more companies’ strategies

'It's the book, I was looking for, for sure!'

Read all the reviews here