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Principles and practice of marketing / David Jobber.

By: Material type: TextPublication details: Maidenhead : McGraw-Hill Education, c2007.Edition: 5th edDescription: xxxi, 1022 p. : col. ill., 1 col. port. ; 27 cm. + 1 CD-ROMISBN:
  • 9780077114152 (pbk.)
  • 0077114159 (pbk.)
Subject(s): LOC classification:
  • HF5415 .J5
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
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Holdings
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 .J5 (Browse shelf(Opens below)) Available 18650
Books Methodist University Library Main General Stacks HF5415 .J5 (Browse shelf(Opens below)) Available 29537
Books Methodist University Library Main General Stacks HF5415 .J5 (Browse shelf(Opens below)) Available 29536
Books Methodist University Library Main General Stacks Reference HF5415 .J5 (Browse shelf(Opens below)) Available 18662
Books Methodist University Library Main General Stacks HF5415 .J5 (Browse shelf(Opens below)) Available 29548
Books Methodist University Library Main General Stacks HF5415 .J5 (Browse shelf(Opens below)) Available 29550
Books Methodist University Library Main General Stacks HF5415 .J5 (Browse shelf(Opens below)) Available 29549

Previous ed.: 2003.

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

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