000			01679nam a2200193Ia 4500
999			_c966 _d966
020			_a9780077114152 (pbk.)
020			_a0077114159 (pbk.)
050			_aHF5415 _b.J5
100	1		_aJobber, David,
245	1	0	_aPrinciples and practice of marketing / _cDavid Jobber.
250			_a5th ed.
260			_aMaidenhead : _bMcGraw-Hill Education, _cc2007.
300			_axxxi, 1022 p. : _bcol. ill., 1 col. port. ; _c27 cm. + _e1 CD-ROM.
500			_aPrevious ed.: 2003.
505			_aPart 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
650		0	_aMarketing.
650		0	_aMarketing
942			_cBK