Foundations of marketing /
Jobber, David.
Foundations of marketing / David Jobber and John Fahy. - xxv, 355 pages : color illustrations ; 26 cm
Includes index.
1.The nature of marketing 2.The global business environment 3.Customer behaviour 4.Marketing research and information systems 5.Fundamentals of marketing management 6.Product and brand management7.Services marketing management 8.Pricing decisions 9.Integrated marketing communications part I: Mass communications techniques 10.Integrated marketing communications part II: Direct communications techniques 11.Distribution management 12.Marketing planning and strategy
Presents a grounding in the fundamentals of contemporary marketing, and includes examples of marketing designed to educate. This book is intended for students studying marketing for the first time.
007710918X
Marketing.
658.8 / J.D.F
Foundations of marketing / David Jobber and John Fahy. - xxv, 355 pages : color illustrations ; 26 cm
Includes index.
1.The nature of marketing 2.The global business environment 3.Customer behaviour 4.Marketing research and information systems 5.Fundamentals of marketing management 6.Product and brand management7.Services marketing management 8.Pricing decisions 9.Integrated marketing communications part I: Mass communications techniques 10.Integrated marketing communications part II: Direct communications techniques 11.Distribution management 12.Marketing planning and strategy
Presents a grounding in the fundamentals of contemporary marketing, and includes examples of marketing designed to educate. This book is intended for students studying marketing for the first time.
007710918X
Marketing.
658.8 / J.D.F