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Principles and Practice of Marketing (ePub eBook)

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PRINCIPLES AND PRACTICE OF MARKETING (EPUB EBOOK)

EBOOK by Jobber, David
ISBN
9780077174156
IMPRINT
MCGRAW-HILL
 
 
EDITION
8TH EDITION
PUBLISHER
MCGRAW-HILL
FOR DELIVERY
DOWNLOAD NOW
FORMAT
EBOOK
PAGES
960 pages
PUBLICATION DATE
15 MAR 2016

DESCRIPTION

The fully updated eighth edition of Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life.

CONTENTS

Table of Contents Part 1: Fundamentals of Marketing 1. Marketing in the Modern Organization 2. The Marketing Environment 3. Consumer Behaviour 4. Organizational Buying Behaviour 5. Marketing Ethics and Corporate Social Responsibility 6. Marketing Research and Information Systems 7. Market Segmentation and Positioning Part 2: Creating Customer Value 8. Value Through Brands 9. Value Through Services 10.Value Through Relationships 11.Value Through Innovation 12. Value Through Pricing Part 3: Communicating and Delivering Customer Value 13. Integrated Marketing Communications 14. Mass Marketing Communications 15. Direct Marketing Communications 16. Digital Marketing and Social Media 17. Distribution Part 4: Marketing Planning for Strategic Advantage 18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making 19. Analysing Competitors and Creating a Competitive Advantage 20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies 21. Global Marketing Strategy 22. Managing Marketing Implementation, Organization and Control