Principles and Practice of Marketing with Redemption card - Brossura

Jobber, David

Brossura

ISBN 10: 0077122275 ISBN 13: 9780077122270

Casa editrice: McGraw-Hill Higher Education, 2006

Riassunto

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.

Free Vital Source Digital Textbook included in this package

Utilising the Vital Source platform, McGraw-Hill/Open University Press are making a number of key titles available in a digital format. Using this platform, students are able to truly personalise their book. The student can highlight important sections of the book during the course or in preparation for an exam. Students can also make notes and attach them directly to the book content, they also have the option to share notes with classmates to further improve their understanding.

And that’s not all. Instructors will also have access to the digital version which allows them to add their own notes to the book for students to view. Instructors can also set questions for their students at specific points in the book to encourage class discussion or as tutorial assignments. If you would like to know more about the books available in this digital format, or would like to see a demonstration, please contact your local representative.

Su questo libro

L'autore:

David Jobber is Professor of Marketing at the University of Bradford Business School.

Contenuti:

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

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2006
• ISBN 10: 0077122275
• ISBN 13: 9780077122270
• Rilegatura: Copertina flessibile
• Numero edizione: 5
• Numero di pagine: 1022