Have you ever wondered how marketers use technology to capture relevant data on their target audience? Or how marketers in today's world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts. Discover: The growing importance of social marketing; How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels; The role of brand communities, peer-to-peer marketing and social influencers; Both a Managerial and Consumer approach to marketing. Key features: Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia; Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally. Criticai Marketing Perspective boxes encourage students to reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices; End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies' marketing strategies. Each case study has dedicateti questions to encourage criticai thinking; Connect® resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions.