TY  - BOOK
AU  - David Jobber
AU  - David Jobber
TI  - Principles and practice of marketing
SN  - 007710708X
AV  - HF5415 .J15
PY  - 2003///
CY  - New York
PB  - McGraw-Hill Higher Education
KW  -  Marketing
N1  - 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
ER  -