Foundations of marketing

David Jobber, John Fahy

380 pages, parution le 07/10/2002

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Résumé

Foundations of Marketing is an exciting new textbook that provides a concise introduction to the theory and practice of marketing in the 21st century. Ideally suited to students of one semester marketing courses, the book presents a solid grounding in the fundamentals of contemporary marketing, in a clear and straightforward style.

Structured to suit the needs of short or one semester modules, the 12-chapter text assumes no prior knowledge of marketing and is ideal for students requiring a thorough introduction to core marketing concepts, marketing mix decisions, strategy and implementation.
Coverage of groundbreaking marketing brings students up to date with contemporary issues and emerging practices, such as marketing ethics and relationship marketing.
A full chapter on Internet and Online Marketing explores the impact of digital technologies in marketing and the use of the Internet as a marketing tool.
New European cases with case questions offer examples from a diversity of sectors and organizations, providing insights into current marketing issues in business and encouraging students to apply and evaluate marketing tactics and strategies.
Marketing Spotlights open each chapter, highlighting new marketing practices, ethical dilemmas, marketing problems and success stories. The topical and relevant examples set the scene for the marketing issues to follow in the chapter.

Contents

Part A: Fundamentals of modern marketing

Marketing in the modern firm
The marketing environment
Understanding customer behaviour
Marketing research and information systems
Market segmentation and positioning

Part B: Marketing mix decisions

Managing products and services
Pricing strategy
The promotional mix
Distribution
Internet and online marketing

Part C: Marketing strategy and implementation

Marketing planning and strategy
Managing marketing implementation, organization and control

L'auteur - David Jobber

David Jobber is Professor of Marketing at Bradford University and serves on the editorial board of numerous selling and sales management journals.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	David Jobber, John Fahy
Parution	07/10/2002
Nb. de pages	380
Format	19,5 x 26
Couverture	Broché
Poids	978g
Intérieur	Quadri
EAN13	9780077098667