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Foundations of marketing John Fahy; David Jobber

By: Contributor(s): Material type: TextPublication details: London : McGraw-Hill Higher Education, [2012]Edition: 4th edDescription: XXIV, 359 pages : illustrations ; 27 cmISBN:
  • 9780077137014
ISSN:
  • 100077137019
Subject(s): LOC classification:
  • HF5415 .F14
Contents:
Part 1: The Market-Led Organization 1.The nature of marketing 2.The global marketing environment 3.Understanding customer behaviour 4.Market Information 5.Market segmentation, targeting and positioning Part 2: Creating Customer Value 6.Value through products & brands 7.Value through services, relationships & experiences 8.Value through price Part 3: Delivering and managing customer value 9.IMC 1: mass communications techniques 10.IMC 2: direct communications techniques 11.Distribution management 12.Marketing planning and strategy
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415 .F14 (Browse shelf(Opens below)) Available 6336
Books Methodist University Library Main General Stacks HF5415 .F14 (Browse shelf(Opens below)) Available 6337
Books Methodist University Library Main General Stacks HF5415 .F14 (Browse shelf(Opens below)) Available 6338

First edition: 2003.

Part 1: The Market-Led Organization 1.The nature of marketing 2.The global marketing environment 3.Understanding customer behaviour 4.Market Information 5.Market segmentation, targeting and positioning Part 2: Creating Customer Value 6.Value through products & brands 7.Value through services, relationships & experiences 8.Value through price Part 3: Delivering and managing customer value 9.IMC 1: mass communications techniques 10.IMC 2: direct communications techniques 11.Distribution management 12.Marketing planning and strategy

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