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Principles and practice of marketing

Author: David Jobber
Publisher: London ; New York : McGraw-Hill, [1995]
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

This textbook combines coverage of the theory of marketing with an emphasis on its practical implementation within European business. The book includes 25 case studies which have been sourced from  Read more...

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Genre/Form: Case studies
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David Jobber
ISBN: 0077079353 9780077079352
OCLC Number: 31376343
Description: xx, 745 pages : illustrations (some color) ; 25 cm
Contents: Part 1 Fundamentals of modern marketing thought: marketing in the modern firm; marketing planning - an overview of marketing; understanding consumer behaviour; understanding organizational buying behaviour; the marketing environment; marketing research and information systems; marketing segmentation and positioning. Part 2 Marketing mix decisions: managing products; developing new products; pricing strategy; advertising; personal selling and sales management; other promotional mix methods; distribution. Part 3 Competition and marketing: analyzing competitors and creating a differential advantage; competitive strategy. Part 4 Marketing implementation: managing marketing implementation and change; marketing organization and control. Part 5 Marketing applications: marketing services; international marketing.
Responsibility: David Jobber.

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