David Jobber

Principles and practice of marketing

• Buch

Produktdetails

• Verlag: McGraw-Hill
• ISBN-13: 9780077123307
• Artikelnr.: 26839848

Inhaltsangabe

Part 1: FUNDAMENTALS OF MARKETING
Chapter 1 Marketing and the Organization
Chapter 2 The marketing environment
Chapter 3 Sustainable Marketing and Society
Chapter 4 Customer Behaviour
Chapter 5 Value Through Relationships
Chapter 6 Digital Marketing Analytics and Customer Insight
Chapter 7 Market Segmentation and Positioning
Part 2: CREATING CUSTOMER VALUE
Chapter 8 Value through Brands
Chapter 9 Value through Pricing
Chapter 10 Value through Innovation
Chapter 11 Value through Service
Part 3 Communicating and Delivering Customer Value
Chapter 12 Introduction to Marketing Communication
Chapter 13 The Marketing Communications Mix: Mass Communications
Chapter 14 Digital Marketing and Media
Chapter 15 Direct Marketing, Social Media and Direct Messaging
Chapter 16 Place: Distribution, Channel Management and Retailing
Part 4 Marketing Planning and Strategy
Chapter 17 Marketing Strategy and Planning
Chapter 18 Analysing Competitors and Creating a Competitive Advantage
Chapter 19 Product strategy: lifecycle, portfolio and growth.
Chapter 20 Global Marketing Strategy
Chapter 21 Managing Marketing Implementation