Foundations of marketing / John Fahy and David Jobber.

By: Fahy, John, 1962- [author].

Contributor(s): Jobber, David, 1947- [author].

Material type: materialTypeLabel

BookPublisher: London : Wiley, [2022]Copyright date: ©2022Edition: Seventh edition.Description: 408 pages : color illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781526849007 (paperback); 1526849003 (paperback).Subject(s): Marketing

Additional physical formats: Electronic version: Foundations of marketingDDC classification: 658.8 Also available in electronic form.

Contents:

The nature of marketing -- Marketing strategy and planning -- Understanding customer behaviour -- Marketing research and customer insights -- Market segmentation, targeting and positioning -- Value through products and brands -- Value through services, relationships and experiences -- Value through pricing -- Distribution: delivering customer value -- Integrated marketing communications I : mass communications techniques -- Integrated marketing communications II : direct and online communications techniques -- The marketing environment.

Holdings ( 2 )
Title notes ( 12 )

Holdings
Item type	Current library	Call number	Status	Notes	Date due	Barcode	Item holds
General Lending	MTU Bishopstown Library Lending	658.8 (Browse shelf(Opens below))	Available	MTU Cork Module - AGRI6010 Core Reading. MTU Cork Module MRKT6023 - Core Reading. MTU Cork Module MRKT8020-Core Reading. MTU Cork Module SPRT7020 - Core Reading. MTU Cork Module MRKT6008 - Core Reading. MTU Cork Module MMED7008 - Core Reading. MTU Cork Module MRKT6005 - Core Reading. MTU Cork Module MRKT6004 - Core Reading. MTU Cork Module MGMT7045 - Supplementary reading.		00218864
General Lending	MTU Bishopstown Library Lending	658.8 (Browse shelf(Opens below))	Available			00218861

Total holds: 0

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Includes bibliographical references and index.

MTU CORK Module AGRI 6010 - Core reading.

MTU CORK Module MRKT 6023 - Core reading.

MTU CORK Module MRKT 8020 - Core reading.

MTU CORK Module SPRT 7020 - Core reading.

MTU CORK Module MRKT 6008 - Core reading.

MTU CORK Module MMED 7008 - Core reading.

MTU CORK Module MRKT 6005 - Core reading.

MTU CORK Module 6004 - Core reading.

MTU CORK Module MGMT 7045 - Supplementary reading.

Also available in electronic form.