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David Jobber

Principles and practice of marketing David Jobber - 4th ed. - New York ; McGraw-Hill Higher Education, 2003. - xxxiv, 942 p. : col. illus., 26 cm

Includes Index

Part 1: Fundamentals of Modern Marketing Thought
Chapter 1: Marketing in the Modern Firm
Chapter 2: Marketing Planning: An Overview of Marketing
Chapter 3: Understanding Consumer Behaviour
Chapter 4: Understanding Organisational Buyer Behaviour
Chapter 5: The Marketing Environment
Chapter 6: Marketing Research and Information Systems
Chapter 7: Market Segmentation and Positioning

Part 2: Marketing Mix Decisions
Chapter 8: Managing Products: Brand and Corporate Identity Management
Chapter 9: Managing Products: Product Life Cycle, Portfolio Planning and Product Growth Strategies
Chapter 10: Developing New Products
Chapter 11: Pricing Strategy
Chapter 12: Advertising
Chapter 13: Personal Selling and Sales Management
Chapter 14: Direct Marketing
Chapter 15: Internet Marketing
Chapter 16: Other Promotional Mix Methods
Chapter 17: Distribution

Part 3: Competition and Marketing
Chapter 18: Analysing Competitors and Creating a Competitive Advantage
Chapter 19: Competitive Marketing Strategy

Part 4: Marketing Implementation and Application
Chapter 20: Managing Marketing Implementation, Organisation and Control
Chapter 21: Marketing Services
Chapter 22: International Marketing

ISBN: 007710708X 9780077107086

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415 / .J15