Foundations of Marketing

David Jobber

384 pages, parution le 01/02/2006 (2^eme édition)

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Résumé

Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that's ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire.

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.

Sommaire

The nature of marketing
The global business environment
Customer behaviour
Marketing research and information systems
Fundamentals of marketing management
Product and brand management
Services marketing management
Pricing decisions
Integrated marketing communications part I: Mass communications techniques
Integrated marketing communications part II: Direct communications techniques
Distribution management
Marketing planning and strategy

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	David Jobber
Parution	01/02/2006
Édition	2^eme édition
Nb. de pages	384
Format	19 x 26
Couverture	Broché
Poids	855g
Intérieur	Noir et Blanc
EAN13	9780077109189
ISBN13	978-0-07-710918-9