Foundations of Marketing - Jobber, David / Fahy, John
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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.
Table of contents:
1.The nature of marketing 2.The global business environment 3.Customer behaviour 4.Marketing research and information systems 5.Fundamentals of marketing management 6.Product and brand management 7.Services marketing management 8.Pricing decisions…mehr

Produktbeschreibung
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.

Table of contents:
1.The nature of marketing 2.The global business environment 3.Customer behaviour 4.Marketing research and information systems 5.Fundamentals of marketing management 6.Product and brand management 7.Services marketing management 8.Pricing decisions 9.Integrated marketing communications part I: Mass communications techniques 10.Integrated marketing communications part II: Direct communications techniques 11.Distribution management 12.Marketing planning and strategy
Autorenporträt
David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third.