Fundamentals of Marketing, 2nd Edition

Fundamentals of Marketing is a comprehensive guide that explores the evolving landscape of marketing, blending essential theories with global case studies and practitioner insights. It details the rise of innovative companies like the dating app CLikD as they compete with giants such as Tinder and Bumble, while addressing how social media strategies can be effectively integrated into communication campaigns. The book covers contemporary topics including sustainability and digitalization, equipping readers with the knowledge to navigate real-world marketing challenges and contribute to a company's success.