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Principles and Practice of Marketing David Jobber

Principles and Practice of Marketing By David Jobber

Principles and Practice of Marketing by David Jobber

Reviews:
$11.69
Condition - Very Good
Only 3 left
Very Good

Summary

Useful for all marketing students, this book demonstrates the essential marketing principles. It is also suitable for introductory marketing modules at undergraduate or MBA level.

Principles and Practice of Marketing Summary

Principles and Practice of Marketing by David Jobber

Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.

The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research.

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.

Table of Contents

Part 1: Fundamentals of Modern Marketing Thought
1. Marketing in the modern organization
2. Marketing planning: an overview of marketing

Part 2: Marketing Analysis
3. The marketing environment
4. Understanding consumer behaviour
5. Understanding organizational buying behaviour
6. Understanding marketing ethics and corporate social responsibility
7. Marketing research
8. Market segmentation and positioning

Part 3: Marketing Mix Decisions
Product
9. Managing products: brand and corporate identity management
10. Managing products: product life cycle, portfolio planning and product growth strategies
11. Developing new products
Price
12. Pricing
Promotion
13. Advertising
14. Personal selling and sales management
15. Direct marketing
16. Other promotional mix methods
Place
17. Distribution
Spanning the marketing mix
18 Digital marketing

Part 4: Competition and marketing
19. Analysing competitors and creating a competitive advantage
20. Competitive marketing strategy

Part 5: Marketing Implementation and Application
21. Managing marketing implementation, organization and control
22. Services marketing
23. International marketing

Additional information

GOR002068240
9780077114152
0077114159
Principles and Practice of Marketing by David Jobber
David Jobber
Used - Very Good
Hardback
McGraw-Hill Education - Europe
2006-12-16
976
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 - Principles and Practice of Marketing