Foundations of Marketing

av John Fahy  (häftad, 2015)

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Foundations of Marketing (häftad)

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John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making.

David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.


part one: the market led organisation
Chapter 1: The nature of marketing; strategy and planning

Chapter 2: The global marketing environment

Chapter 3: Understanding consumer behaviour

Chapter 4: Marketing research and customer insights

Chapter 5: Market segmentation, targeting and positioning

part two: creating customer value
Chapter Six: Value through products and brands

Chapter Seven: Value through services, relationships and experiences

Chapter Eight: Value through price

part three: delivering and managing customer value
Chapter Nine: Distribution: Delivering customer Value

Chapter Ten: Integrated Marketing Communications 1: Mass communications techniques

Chapter Eleven: Integrated Marketing Communications 2: Direct communications techniques

Chapter Twelve: Digital Marketing