Principles and practices of marketing

David Jobber

976 pages, parution le 01/12/2003 (4^eme édition)

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Résumé

Principles and Practice of Marketing 4th edition is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.

Fundamentals of Modern Marketing Thought
- Marketing in the Modern Firm
- Marketing Planning: An Overview of Marketing
- Understanding Consumer Behaviour
- Understanding Organisational Buyer Behaviour
- The Marketing Environment
- Marketing Research and Information Systems
- Market Segmentation and Positioning
Marketing Mix Decisions
- Managing Products: Brand and Corporate Identity Management
- Managing Products: Product Life Cycle, Portfolio Planning and Product Growth Strategies
- Developing New Products
- Pricing Strategy
- Advertising
- Personal Selling and Sales Management
- Direct Marketing
- Internet Marketing
- Other Promotional Mix Methods
- Distribution
Competition and Marketing
- Analysing Competitors and Creating a Competitive Advantage
- Competitive Marketing Strategy
Marketing Implementation and Application
- Managing Marketing Implementation, Organisation and Control
- Marketing Services
- International Marketing
References
Glossary
Companies and brands index
Subject index

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
Parution	01/12/2003
Édition	4^eme édition
Nb. de pages	976
Format	19,5 x 26
Couverture	Broché
Poids	1770g
Intérieur	Quadri
EAN13	9780077107086
ISBN13	978-0-07-710708-6