Principles and practice of marketing / David Jobber.
By: Jobber, David
.
Material type: ![materialTypeLabel](/opac-tmpl/lib/famfamfam/BK.png)
![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00151900 |
Browsing MTU Bishopstown Library shelves, Shelving location: Lending Close shelf browser (Hides shelf browser)
Enhanced descriptions from Syndetics:
Linking theory to marketing practice, this third edition takes into account the modern emphasis on direct marketing and relationship marketing. It covers four main areas: fundamentals of modern marketing thought; marketing mix decisions; competition and markets; and marketing implementation.
Includes bibliographical references and indexes.
Part I: Fundamentals of modern marketing thought -- Marketing in the modern firm -- Marketing planning: an overview of marketing -- Understanding consumer behaviour -- Understanding organizational behaviour -- The marketing environment -- Marketing research and information systems -- Market segmentation and positioning -- Part II: Marketing mix decisions -- Managing products -- Developing new products -- Pricing strategy -- Advertising -- Personal selling and sales management -- Direct marketing -- Internet and on-line marketing -- Other promotional mix methods -- Distribution -- Part III: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Part IV: Marketing implementation and application -- Managing marketing implementation, organization and control -- Marketing services -- International marketing.
CD-ROM to accompany book available at desk.