Principles and Practice of Marketing - Brossura

Jobber, David

Brossura

ISBN 10: 0077123301 ISBN 13: 9780077123307

Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 2009

Riassunto

Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber’s clear writing style, engaging examples and comprehensive coverage of all the essential concepts combine to make this book a trusted and stimulating choice to support your course.

This sixth edition is fully updated to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasised throughout. You’ll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising examples.

Find out:

what challenges BMW faced in bringing the Mini E car to market

how Nintendo regained supremacy in the videogame industry

what Apple is doing to outsmart smartphone competitors

why General Motors was vulnerable in the economic downturn

how Cadbury relaunched their discontinued Wispa brand

Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.

Su questo libro

L'autore:

David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third.

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 and information systems
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 strategy
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 Education / Europe, Middle East & Africa
• Data di pubblicazione: 2009
• ISBN 10: 0077123301
• ISBN 13: 9780077123307
• Rilegatura: Copertina flessibile
• Numero edizione: 6
• Numero di pagine: 1096