TY  - BOOK
AU  -  John Fahy
AU  -  David Jobber
ED  -  David Jobber
TI  - Foundations of marketing
SN  - 9780077137014
SN  - 100077137
AV  - HF5415 .F14
PY  - 2012///]
CY  -  	London
PB  -  McGraw-Hill Higher Education
KW  - Marketing.
KW  -  Marketingmix
N1  -  	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
ER  -