Principles and practice of marketing / David Jobber and Fiona Ellis-Chadwick
Material type:
TextPublication details: UK : McGraw-Hill, c2024. Edition: 10th edDescription: xxviii, 907 p. : ill. col. ; 27 cmISBN: 9781526849533DDC classification: 658.8 JOB
| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
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English Lending
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Villa College QI Campus | Villa College Library | 658.8 JOB (Browse shelf(Opens below)) | Available | 17111 | ||
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English Lending
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Villa College QI Campus | Villa College Library | 658.8 JOB (Browse shelf(Opens below)) | Available | 17112 |
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| 658.8 JOB Principles and practice of marketing : vol. II / | 658.8 JOB Principles and practice of marketing : vol. II / | 658.8 JOB Principles and practice of marketing : vol. II / | 658.8 JOB Principles and practice of marketing / | 658.8 JOB Principles and practice of marketing / | 658.8 KER Marketing / | 658.8 KER Marketing / |
Contents
Part 1: FUNDAMENTALS OF MARKETING
1 Marketing and the Organization
3 Sustainable Marketing and Society
4 Customer Behaviour
5 Value Through Relationships
6 Digital Marketing Analytics and Customer Insight
7 Market Segmentation and Positioning
Part 2: CREATING CUSTOMER VALUE
8 Value through Brands
9 Value through Pricing
10 Value through Innovation
11 Value through Service
Part 3 Communicating and Delivering Customer Value
12 Introduction to Marketing Communication
13 The Marketing Communications Mix: Mass Communications
14 Digital Marketing and Media
15 Direct Marketing, Social Media and Direct Messaging
16 Place: Distribution, Channel Management and Retailing
Part 4 Marketing Planning and Strategy
17 Marketing Strategy and Planning
18 Analysing Competitors and Creating a Competitive Advantage
19 Product strategy: lifecycle, portfolio and growth.
20 Global Marketing Strategy
21 Managing Marketing Implementation
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