Foundations of Marketing

Name: Foundations of Marketing
Price: 35.3 USD
Availability: InStock
ISBN: 9780077125608

ISBN-10: 0077125606

ISBN-13: 9780077125608

Edition: 2009

Authors: David Jobber

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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 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…

Book details



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