Foundations of marketing / David Jobber, John Fahy.

By:

Jobber, David, 1947-

Contributor(s):

Fahy, John, 1962-

Material type: Text

TextPublication details: Maidenhead : McGraw-Hill Higher Education, 2009.Edition: 3rd edDescription: xxv, 363 p. : col. ill. ; 26 cmISBN:

0077121902 (pbk.)
9780077121907 (pbk.)

Subject(s):

Marketing

DDC classification:

658.8 JOB

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 FAH (Browse shelf(Opens below))	1	Available		39002100337915
Standard Loan	Moylish Library Main Collection	658.8 FAH (Browse shelf(Opens below))	2	Available		39002100390252

Enhanced descriptions from Syndetics:

This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.

Previous ed.: Maidenhead: McGraw-Hill Educational, 2004.

Includes bibliographical references and index.

Table of contents provided by Syndetics

1 The nature of marketing
2 The global marketing environment
3 Understanding customer behaviour
4 Marketing research and information systems
5 Marketing segmentation, targeting and positioning
6 Brand and product management
7 Services marketing management
8 Pricing strategy
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