Principles and Practice of Marketing is back for a seventh edition and continues to set the benchmark forachievement in introductory marketing courses across Europe.
This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwickto offer a contemporary perspective on marketing, with the latest digital developments and ethical accountabilityemphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources.
You will discover:
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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 Marketing's Life Achievement award for distinguished and extraordinary services to marketing.
Fiona-Ellis Chadwick is a Senior Lecturer at the Open University Business School, where she leads the Retail Management and Marketing programme. As part of this role, Fiona is a very active researcher and innovative educator and frequently leads the development of innovative multi-media teaching materials, bringing together research and business.Contenuti:
Part One: Fundamentals of Modern Marketing Thought
Chapter 1- Marketing and the Modern Organisation
Chapter 2- Marketing planning- an overview of marketing
Part Two: Marketing Analysis
Chapter 3- Marketing Environment
Chapter 4- Understanding Consumer Behaviour
Chapter 5- Understanding Organizational Buyer Behaviour
Chapter 6- Understanding marketing ethics and corporate social responsibility
Chapter 7- Marketing Research and Information Systems
Chapter 8- Market segmentation and positioning
Part 3- Marketing Mix Decisions
Chapter 9- Branding
Chapter 10- Services Marketing
Chapter 11- Product life cycle, portfolio planning and product growth strategies
Chapter 12- Developing new products
Chapter 13- Pricing
Chapter 14- Integrated Marketing Communications
Chapter 15- Mass Marketing Communications
Chapter 16- Direct Marketing Communications
Chapter 17- Distribution
SPANNING THE MARKETING MIX
Chapter 18- Digital Marketing and Social Media
Part 4- Competition and Global Markets
Chapter 19- Analysing competitors and creating competitive advantage
Chapter 20- Competitive marketing strategy
Chapter 21- Global Marketing Strategy
Part 5- Marketing Application
Chapter 22: Managing Marketing implementation, organization and control
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Descrizione libro McGraw Hill Higher Education, 2012. Paperback. Condizione libro: New. book. Codice libro della libreria 77140001
Descrizione libro Mcgraw-Hill Education, 2012. Paperback. Condizione libro: New. This Book is in Good Condition; Customer Satisfaction Comes First.Delivery Time 4-12 days. 100% Money back Guaranteed!!!. book. Codice libro della libreria 0077140001