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    Foundations of Marketing

    ISBN-10: 0077125606
    ISBN-13: 9780077125608
    Author(s): David Jobber
    Description: The bestsellingFoundations of Marketingby David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting  More...

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    Publisher: MCGRAW-HILL BOOK COMPANY
    Binding: Paperback
    Weight: 0.880

    The bestsellingFoundations of Marketingby David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses.What's new:* Coverage of the latest developments in marketing practice, such asexperiential marketing, neuro marketing, multi-channel marketing and buzz marketing* Brand new end-of-chapter cases includingYouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing* NewEthical Debateboxes stimulate student discussions about socially responsible practice* NewTechnology Focusboxes examine the growing impact of digital technologies on marketing.

    The nature of marketing
    The global marketing environment
    Understanding customer behaviour
    Marketing research and information systems
    Marketing segmentation, targeting and positioning
    Brand and product management
    Services marketing management
    Pricing strategy
    Integrated marketing communications part I: Mass communications techniques
    Integrated marketing communications part II: Direct communications techniques
    Distribution management
    Marketing planning and strategy

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