Principles and Practice of Marketing (inbunden)
Fler böcker inom
Format
Mixed media product
Språk
Engelska
Antal sidor
976
Upplaga
5
Förlag
McGraw-Hill Education / Europe, Middle East & Africa
Originalspråk
English
Illustratör/Fotograf
col
Illustrationer
col. ill
Dimensioner
262 x 196 x 42 mm
Vikt
1960 g
Antal komponenter
1
Komponenter
Paperback (1), CD-ROM (1)
ISBN
9780077114152

Principles and Practice of Marketing

av David Jobber
(1 röst)
Mixed media product,  Engelska

Slutsåld

principles & practice of marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level. the fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research.

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Övrig information

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.

Innehållsförteckning

part 1: fundamentals of modern marketing thought
1. Marketing in the modern organization
2. Marketing planning: an overview of marketing

Part 2: Marketing Analysis
3. The marketing environment
4. Understanding consumer behaviour
5. Understanding organizational buying behaviour
6. Understanding marketing ethics and corporate social responsibility
7. Marketing research
8. Market segmentation and positioning

Part 3: Marketing Mix Decisions
product
9. Managing products: brand and corporate identity management
10. Managing products: product life cycle, portfolio planning and product growth strategies
11. Developing new products
price
12. Pricing
promotion
13. Advertising
14. Personal selling and sales management
15. Direct marketing
16. Other promotional mix methods
place
17. Distribution
spanning the marketing mix
18 Digital marketing

Part 4: Competition and marketing
19. Analysing competitors and creating a competitive advantage
20. Competitive marketing strategy

Part 5: Marketing Implementation and Application
21. Managing marketing implementation, organization and control
22. Services marketing
23. International marketing

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