Foundations of marketing

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Title:

Author:

Jobber, David, 1947-

ISBN:

9780077109189

Personal Author:

Jobber, David, 1947-

Edition:

2nd ed.

Publication Information:

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-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:GEN-BOOK	000005761	658.8 JOB	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000011450	658.8 JOB	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000011448	658.8 JOB	2	Searching... Unknown

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Summary

Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that is ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire.