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Foundations of marketing / David Jobber and John Fahy.

By: Contributor(s): Material type: TextTextPublisher: London : McGraw-Hill, [2003]Copyright date: ©2003 Description: xxv, 355 pages : color illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 007710918X
Subject(s): DDC classification:
  • 21 658.8 J.D.F
Contents:
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
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 J.D.F (Browse shelf(Opens below)) Available 00003849

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.

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