Principles and practice of marketing : vol. II / David Jobber and Fiona Ellis-Chadwick

By: Jobber, David | Ellis-Chadwick, FionaPublication details: Boston : McGraw-Hill Create, 2015. Edition: 7th edDescription: v, 317-894 p. : ill. ; 29 cmISBN: 9781121852884; 1121852882Subject(s): Marketing | Marketing -- Europe -- Case studiesDDC classification: 658.8 JOB

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Item type	Current library	Home library	Call number	Status	Barcode
English Lending	Villa College Library	Villa College Library	658.8 JOB (Browse shelf(Opens below))	Available	8789
English Lending	Villa College Library	Villa College Library	658.8 JOB (Browse shelf(Opens below))	Available	8790
English Lending	Villa College Naifaru Campus	Villa College Library	658.8 JOB (Browse shelf(Opens below))	Available	8791
English Lending	Villa College Naifaru Campus	Villa College Library	658.8 JOB (Browse shelf(Opens below))	Available	8792
English Lending	Villa College Library	Villa College Library	658.8 JOB (Browse shelf(Opens below))	Available	8793
English Lending	Villa College QI Campus	Villa College QI Campus	658.8 JOB (Browse shelf(Opens below))	Available	12242

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Previous	658.4038 WEI IT governance : how top performers manage IT decision rights for superior results /	658.404 MAN Managing projects / : create your schedule, monitor your budget, meet your goals.	658.8/02 Marketing communications : contexts, strategies, and applications /	658.8 JOB Principles and practice of marketing : vol. II /	658.81 SIL Mind programming for sales success /	659.2 SEI The practice of public relations /	808.042 CLO The student writer : editor and critic /	Next

Contents:

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.

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