Foundations of Marketing - Brossura

Jobber, David; Fahy, John

Brossura

ISBN 10: 0077125606 ISBN 13: 9780077125608

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

Riassunto

The bestselling Foundations of Marketing by David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses.

What's new:
* Coverage of the latest developments in marketing practice, such as experiential marketing, neuro marketing, multi-channel marketing and buzz marketing
* Brand new end-of-chapter cases including YouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing
* New Ethical Debate boxes stimulate student discussions about socially responsible practice
* New Technology Focus boxes examine the growing impact of digital technologies on marketing.

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 marketing environment
3. Understanding customer behaviour
4. Marketing research and information systems
5. Marketing segmentation, targeting and positioning
6. Brand and product management
7. Services marketing management
8. Pricing strategy
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: 2009
• ISBN 10: 0077125606
• ISBN 13: 9780077125608
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 363