MTU Cork Library Catalogue

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Principles and practice of marketing / David Jobber.

By: Jobber, David, 1947-.
Material type: materialTypeLabelBookPublisher: London : McGraw-Hill, 2001Edition: 3rd ed.Description: xxiv, 823 p. : ill. ; 27 cm + pbk.ISBN: 0077096134.Subject(s): Marketing -- Europe | Case studiesDDC classification: 658.8
Contents:
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.
Holdings
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
Total holds: 0

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.

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