| Title : | Foundations of marketing | | Material Type: | printed text | | Authors: | David Jobber, Author ; John Fahy, Author | | Edition statement: | 3rd Edition | | Publisher: | London : McGraw-Hill | | Publication Date: | 2009 | | Pagination: | xxv, 363 p. | | Layout: | ill. (col) | | Size: | 26 cm | | ISBN (or other code): | 978-0-07-712190-7 | | Class number: | 658.8 | | Abstract: | The bestselling Foundations of Marketing by David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses. | | Contents note: | 1. The nature of marketing; 2. The global marketing environment; 3. Understanding customer behaviour; 4. Marketing research and information systems; 5. Marketing segmentation, targeting and positioning; 6. Brand and product management; 7. Services marketing management; 8. Pricing strategy; 9. Integrated marketing communications part I: Mass communications techniques; 10. Integrated marketing communications part II: Direct communications techniques; 11. Distribution management; 12. Marketing planning and strategy. |
Foundations of marketing [printed text] / David Jobber, Author ; John Fahy, Author . - 3rd Edition . - London : McGraw-Hill, 2009 . - xxv, 363 p. : ill. (col) ; 26 cm. ISBN : 978-0-07-712190-7 | Class number: | 658.8 | | Abstract: | The bestselling Foundations of Marketing by David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses. | | Contents note: | 1. The nature of marketing; 2. The global marketing environment; 3. Understanding customer behaviour; 4. Marketing research and information systems; 5. Marketing segmentation, targeting and positioning; 6. Brand and product management; 7. Services marketing management; 8. Pricing strategy; 9. Integrated marketing communications part I: Mass communications techniques; 10. Integrated marketing communications part II: Direct communications techniques; 11. Distribution management; 12. Marketing planning and strategy. |
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Foundations of marketing
