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Foundations of Marketing
£47.99

FOUNDATIONS OF MARKETING

PAPERBACK BY FAHY, JOHN; JOBBER, DAVID

£47.99

ISBN
9780077167950
IMPRINT
MCGRAW-HILL INC.,US
 
 
EDITION
5TH EDITION
PUBLISHER
MCGRAW-HILL EDUCATION - EUROPE
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
384 pages
PUBLICATION DATE
01 MAR 2015

CONTENTS

Part One: The Market Led Organisation Chapter 1: The nature of marketing; strategy and planning Chapter 2: The global marketing environment Chapter 3: Understanding consumer behaviour Chapter 4: Marketing research and customer insights Chapter 5: Market segmentation, targeting and positioning Part Two: Creating Customer Value Chapter Six: Value through products and brands Chapter Seven: Value through services, relationships and experiences Chapter Eight: Value through price Part Three: Delivering and Managing Customer Value Chapter Nine: Distribution: Delivering customer Value Chapter Ten: Integrated Marketing Communications 1: Mass communications techniques Chapter Eleven: Integrated Marketing Communications 2: Direct communications techniques Chapter Twelve: Digital Marketing