Foundations of marketing
by
 
Jobber, David, 1947-

Title
: 
Foundations of marketing

Author
: 
Jobber, David, 1947-

ISBN
: 
9780077109189

Personal Author
: 
Jobber, David, 1947-

Edition
: 
2nd ed.

Publication Information
: 
Maidenhead [England] : McGraw-Hill Education, ©2006.

Physical Description
: 
xviii, 378 pages : illustrations (some color) ; 27 cm

General Note
: 
Previous edition: 2003.

Contents
: 
1. The nature of marketing. -- 2. The global marketing environment. -- 3. Understanding customer behaviour. -- 4. Marketing research and information systems. -- 5. Market segmentation, targeting and positioning. -- 6. Product and brand management. -- 7. Services marketing management. -- 8. Pricing strategy. -- 9. Integrated marketing communications 1: Mass communications techniques. -- 10. Integrated marketing communications 2: Direct communications techniques. -- 11. Distribution management. -- 12. Marketing planning and strategy.

Abstract
: 
This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.

Subject Term
: 
Marketing.

Added Author
: 
Fahy, John, 1962-


LibraryMaterial TypeItem BarcodeShelf NumberCopy
VEGA BordeauxGeneral Books000005761658.8 JOB1
VEGA DurbanGeneral Books000011450658.8 JOB1
VEGA DurbanGeneral Books000011448658.8 JOB2