Jobber, David <br/><br/>
Principles and practice of marketing. / 
David Jobber 
 - 3rd ed 
 - London;  McGraw- Hill  2001 
 - xxiv, 823 p.:  ill.;  30cm 
<br/><br/> Includes index. 
<br/><br/>Contents: Part I: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 -- Marketing segmentation and positioning -- Part II: Marketing mix decisions -- Managing products -- Developing new products -- Pricing strategy -- Advertising -- Personal selling and sales management -- Direct marketing -- Internet and online marketing -- Other promotional mix methods -- Distribution -- Part III: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Part IV: Marketing implementation and application -- Managing marketing implementation, organization and control -- Marketing services -- International marketing.  
<br/><br/><label>ISBN: </label>0077096134 
<br/><br/><label>Subjects--Topical Terms: </label><br/>marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.J5