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Foundations of Marketing David Jobber

Foundations of Marketing By David Jobber

Foundations of Marketing by David Jobber

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$26.49
Condition - Very Good
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Foundations of Marketing Summary

Foundations of Marketing by David Jobber

The bestselling Foundations of Marketing by David Jobber and John Fahy is back in a contemporary and engaging third edition. It offers comprehensive coverage of the essentials of marketing in a concise and student-friendly format, firmly rooting theory in real marketing practice. With its wealth of captivating examples, concise 12-chapter structure, and characteristic accessible style, it remains the ideal text for students on introductory marketing courses.

What's new:
* Coverage of the latest developments in marketing practice, such as experiential marketing, neuro marketing, multi-channel marketing and buzz marketing
* Brand new end-of-chapter cases including YouTube, Innocent Drinks, Sony Playstation, Nike and Oasis clothing
* New Ethical Debate boxes stimulate student discussions about socially responsible practice
* New Technology Focus boxes examine the growing impact of digital technologies on marketing.

About David Jobber

David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing. John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making.

Table of Contents

1.The nature of marketing
2.The global marketing environment
3.Understanding customer behaviour
4.Marketing research and information systems
5.Marketing segmentation, targeting and positioning
6.Brand and product management
7.Services marketing management
8.Pricing strategy
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

Additional information

GOR003851074
9780077121907
0077121902
Foundations of Marketing by David Jobber
David Jobber
Used - Very Good
Paperback
McGraw-Hill Education - Europe
20090216
363
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Foundations of Marketing