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Principles and practice of marketing

Author: David Jobber
Publisher: Maidenhead : McGraw-Hill Education, ©2007.
Edition/Format:   Print book : CD for computer : Program   Computer File : English : 5th edView all editions and formats
Summary:
This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing, colour images and adverts to demonstrate marketing principles in practice.
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Genre/Form: Case studies
Material Type: Program
Document Type: Book, Computer File
All Authors / Contributors: David Jobber
ISBN: 9780077114152 0077114159 9780077122270 0077122275
OCLC Number: 123795797
Notes: Previous edition: 2003.
Description: xxxi, 1022 pages : color illustrations, 1 color portrait ; 27 cm + 1 CD-ROM
Contents: Part 1: Fundamentals of Modern Marketing Thought 1. Marketing in the modern organization 2. Marketing planning: an overview of marketing Part 2: Marketing Analysis 3. The marketing environment 4. Understanding consumer behaviour 5. Understanding organizational buying behaviour 6. Understanding marketing ethics and corporate social responsibility 7. Marketing research 8. Market segmentation and positioning Part 3: Marketing Mix Decisions Product 9. Managing products: brand and corporate identity management 10. Managing products: product life cycle, portfolio planning and product growth strategies 11. Developing new products Price 12. Pricing Promotion 13. Advertising 14. Personal selling and sales management 15. Direct marketing 16. Other promotional mix methods Place 17. Distribution Spanning the marketing mix 18 Digital marketing Part 4: Competition and marketing 19. Analysing competitors and creating a competitive advantage 20. Competitive marketing strategy Part 5: Marketing Implementation and Application 21. Managing marketing implementation, organization and control 22. Services marketing 23. International marketing
Responsibility: David Jobber.

Abstract:

Useful for all marketing students, this book demonstrates the essential marketing principles. It is also suitable for introductory marketing modules at undergraduate or MBA level.  Read more...

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