Principles and practice of marketing / David Jobber.
Material type: TextPublication details: London : McGraw-Hill, c2001.Edition: 3rd edDescription: xxiv, 823p. : col. ill., col. facsims. ; 27 cmISBN:- 9780077096137 (pbk.) :
- 0077096134
- 658.8 JOB
- HF5415 .J5 2001
Item type | Current library | Call number | Vol info | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 JOB (Browse shelf(Opens below)) | 1 | Available | 204286 | |||
Long Loan | TUS: Midlands, Main Library Athlone CD | 658.8 JOB (Browse shelf(Opens below)) | CD 702 | 1 | Available | 204287 |
Previous ed.: 1998.
CD-ROM in back pocket.
Includes bibliographical references and index.
1.Marketing in the modern firm -- 2.Marketing planning: an overview of marketing -- 3.Understanding consumer behaviour -- 4.Understanding organizational behaviour -- 5.The marketing environment -- 6.Marketing research and information systems -- 7.Market segmentation and positioning -- 8.Managing products -- 9.Developing new products -- 10.Pricing strategy -- 11.Advertising -- 12.Personal selling and sales management -- 13.Direct marketing -- 14.Internet and on-line marketing -- 15.Other promotional mix methods -- 16.Distribution -- 17.Analysing competitors and creating a competitive advantage -- 18.Competitive marketing strategy -- 19.Managing marketing implementation, organization and control -- 20.Marketing services -- 21.International marketing.
Featuring more case studies, a special chapter on direct marketing and a more colourful design, this new edition of Principles and Practice of Marketing will build on the success of the earlier editions.