Principles and practice of marketing. / David Jobber & Fiona Ellis-Chadwick
Material type: TextPublisher: London; New York: McGraw-Hill, 2013Edition: Seventh editionDescription: xxxv, 885 p. : ill. (some col.) ; 25 cmISBN: 9780077140007; 0077140001Subject(s): Marketing | Marketing -- Europe -- Case studiesDDC classification: 658.8 LOC classification: HF5415.J57(7e)Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.J57(7e) (Browse shelf) | 1 | Available | 9333/034/23 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.J571(7e) (Browse shelf) | 2 | Available | 9334/035/23 | |
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HF5415.J57(7e) Principles and practice of marketing. / | HF5415.J571(7e) Principles and practice of marketing. / | HF5415.J572(7e) Principles and practice of marketing. / | HF5415.J573(7e) Principles and practice of marketing. / | HF5415.K91(17e) Principles of marketing. / | HF5415.K911(17e) Principles of marketing. / | HF5415.32.H69(6e) Consumer behavior. / |
Includes bibliographical references and index.
Contents: 1. Fundamentals of modern marketing thought: Marketing in the modern organization -- Marketing planning: an overview of marking -- 2. Marketing analysis: The marking environment -- Understanding consumer behavior -- Understanding organization buying behaviour Understanding marketing ethics and corporate social responsibility -- Marketing research and information systems -- Market segmentation and positioning 3. Marking mix decisions product: Branding and corporate identity management -- Services marketing -- Managing products: product life-cycle, portfolio planning and product growth strategies -- Developing new products -- Pricing strategy -- Integrated marketing communications -- Mas marking communications -- Direct marketing communications -- Distribution -- Digital marketing and social media -- 4. Competition and marketing: Analysing competitors and creating a competitive advantage -- competitive marketing strategy -- Global marketing strategy 5. Marking implementation and application: Managing marking implementation, organization and control --
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