Foundations of marketing / David Jobber and John Fahy.
Material type:
TextPublication details: Maidenhead : McGraw-Hill Higher Education, 2009.Edition: 3rd edDescription: xxv, 363 p. : ill. ; 27 cmISBN: - 9780077121907 (pbk.)
- 0077121902 (pbk.)
- HF5415 .J57
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Methodist University Library Main General Stacks | Reference | HF5415 .J57 (Browse shelf(Opens below)) | Available | 38702 | |||||||||||||
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Methodist University Library Main General Stacks | Reference | HF5415 .J57 (Browse shelf(Opens below)) | Available | 38701 |
Previous ed.: Maidenhead: McGraw-Hill Educational, 2004.
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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