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Principles and Practice of Marketing
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PRINCIPLES AND PRACTICE OF MARKETING

EBOOK BY JOBBER, DAVID /ELLIS-CHADWICK, FIONA;
ISBN
9780077149048
IMPRINT
MCGRAW-HILL
 
 
EDITION
7TH REVISED EDITION
PUBLISHER
MCGRAW-HILL
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FORMAT
EBOOK
PAGES
1016 pages
PUBLICATION DATE
1 DEC 2012

DESCRIPTION

Principles and Practice of Marketing is back for a seventh edition and continues to set the benchmark for achievement in introductory marketing courses across Europe. This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwick to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources.

CONTENTS

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 PRODUCT Chapter 9- Branding Chapter 10- Services Marketing Chapter 11- Product life cycle, portfolio planning and product growth strategies Chapter 12- Developing new products PRICE Chapter 13- Pricing PROMOTION Chapter 14- Integrated Marketing Communications Chapter 15- Mass Marketing Communications Chapter 16- Direct Marketing Communications PLACE 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