Jobber, David, 1947-
Foundations of marketing / David Jobber and John Fahy. - 4th ed. - Maidenhead : McGraw-Hill Higher Education, 2012. - xvi, 359 p. : ill. ; 27 cm.
Previous ed.: Maidenhead: McGraw-Hill Educational, 2004.
Includes bibliographical references and index.
Part 1: The Market-Led Organization1.The nature of marketing2.The global marketing environment3.Understanding customer behaviour4.Market Information5.Market segmentation, targeting and positioningPart 2: Creating Customer Value6.Value through products & brands 7.Value through services, relationships & experiences8.Value through pricePart 3: Delivering and managing customer value9.IMC 1: mass communications techniques10.IMC 2: direct communications techniques11.Distribution management12.Marketing planning and strategy.
978-0077137014
GBA8D0725 bnb
Marketing.
658.8
Foundations of marketing / David Jobber and John Fahy. - 4th ed. - Maidenhead : McGraw-Hill Higher Education, 2012. - xvi, 359 p. : ill. ; 27 cm.
Previous ed.: Maidenhead: McGraw-Hill Educational, 2004.
Includes bibliographical references and index.
Part 1: The Market-Led Organization1.The nature of marketing2.The global marketing environment3.Understanding customer behaviour4.Market Information5.Market segmentation, targeting and positioningPart 2: Creating Customer Value6.Value through products & brands 7.Value through services, relationships & experiences8.Value through pricePart 3: Delivering and managing customer value9.IMC 1: mass communications techniques10.IMC 2: direct communications techniques11.Distribution management12.Marketing planning and strategy.
978-0077137014
GBA8D0725 bnb
Marketing.
658.8