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Principles and practice of marketing / David Jobber.

By: Material type: TextTextPublication details: London : McGraw-Hill, c2001.Edition: 3rd edDescription: xxiv, 823p. : col. ill., col. facsims. ; 27 cmISBN:
  • 9780077096137 (pbk.) :
  • 0077096134
Subject(s): DDC classification:
  • 658.8 JOB
LOC classification:
  • HF5415 .J5 2001
Contents:
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.
Summary: 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.
Holdings
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.

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