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

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