Foundations of Marketing - Brossura

Jobber, David; Fahy, John

Brossura

ISBN 10: 007710918X ISBN 13: 9780077109189

Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 2006

Riassunto

Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that's ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire.

Su questo libro

L'autore:

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.

Contenuti:

1.The nature of marketing
2.The global business environment
3.Customer behaviour
4.Marketing research and information systems
5.Fundamentals of marketing management
6.Product and brand management
7.Services marketing management
8.Pricing decisions
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

Su questa edizione

• Editore: McGraw-Hill Education / Europe, Middle East & Africa
• Data di pubblicazione: 2006
• ISBN 10: 007710918X
• ISBN 13: 9780077109189
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 384