Principles and practice of marketing David Jobber, and Fiona Ellis-Chadwick

Contents:
Unit I Fundamentals of Modern Marketing Thought
1 Marketing in the modern organization
2 Marketing planning: an overview of marketing

Unit II 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

Unit III Marketing Mix Decisions Product
9 Branding and corporate identity management
10 Services marketing
11 Managing products: product life-cycle, portfolio planning and product growth strategies
12 Developing new products
Price
13 Pricing strategy
Promotion
14 Integrated marketing communications
15 Mass marketing communications
16 Direct marketing communications
Place
17 Distribution
Spanning the marketing mix
18 Digital marketing and social media

Unit IV Competition and Marketing
19 Analysing competitors and creating a competitive advantage
20 Competitive marketing strategy
21 Global marketing strategy

Unit V Marketing Implementation and Application
22 Managing marketing implementation, organization and control

Includes bibliographical references and index.