TY  - BOOK
AU  - Jobber,David
TI  - Principles and practice of marketing.
SN  - 9780077140007
AV  - HF5415.J57(7e) 
U1  - 658.8 20
PY  - 2013///
CY  - London, New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Europe
KW  - Case studies
N1  - 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 --
ER  -