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Principles and practice of marketing. / David Jobber

By: Jobber, DavidMaterial type: TextTextPublisher: Boston: McGraw- Hill 2004Edition: 4th edDescription: xxxiv,942p.: ill.; 26cmISBN: 007710708xSubject(s): MarketingLOC classification: HF5415.J51
Contents:
Contents: Fundamentals of modern marketing thought: Marketing in the modern firm -- Marketing planning: an overview of marketing -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- The Marketing environment -- Marketing research and information systems -- Market segmentation and positioning -- Marketing mix decisions: Managing products: brand and corporate identity management -- Managing products: Product life cycle, portfolio planning and product growth strategies -- Developing new products -- Personal selling and sales management -- Direct marketing -- Internet marketing -- Other promotional mix methods -- Distribution -- Competition and marketing: Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Marketing implementation and application: Managing marketing implementation, organization and cotrol -- Marketing services -- International marketing .
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
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HF5415.J51 (Browse shelf) 1 Available 6067/12

Includes index.

Contents: Fundamentals of modern marketing thought: Marketing in the modern firm -- Marketing planning: an overview of marketing -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- The Marketing environment -- Marketing research and information systems -- Market segmentation and positioning -- Marketing mix decisions: Managing products: brand and corporate identity management -- Managing products: Product life cycle, portfolio planning and product growth strategies -- Developing new products -- Personal selling and sales management -- Direct marketing -- Internet marketing -- Other promotional mix methods -- Distribution -- Competition and marketing: Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Marketing implementation and application: Managing marketing implementation, organization and cotrol -- Marketing services -- International marketing .

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