TY  - BOOK
AU  - Jobber,David
AU  - Fahy,John
TI  - Foundations of marketing
SN  - 007710918X
U1  - 658.8 21
PY  - 2003///]
CY  - London
PB  - McGraw-Hill
KW  - Marketing
N1  - 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

N2  - 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.


ER  -