Foundations of marketing / John Fahy and David Jobber.

By:

Fahy, John

Contributor(s):

Jobber, David

Material type:

TextPublication details: London : McGraw-Hill Education, c2012.Edition: 4th edDescription: 359 p. : ill. col., 27 cmISBN:

9780077137014

Subject(s):

Marketing

DDC classification:

658.8

Contents:

Pt. 1. The market-led organization. 1. The nature of marketing. 2. The global marketing environment. 3. Understanding customer behavior. 4. Marketing research and customer insights. 5. Market segmentation, targeting and positioning -- Pt. 2. Creating customer value. 6. Value through products and brands. 7. Value through services, relationships and experiences. 8. Value through pricing -- Pt. 3. Delivering and managing customer value. 9. Integrated marketing communications: mass communications techniques. 10. Integrated marketing communications: direct communications. 11. Distribution: delivering customer value. 12. Marketing planning and strategy.

Summary: Demonstrates how marketing affects our every day lives, considering both the decisions we make as consumers and decisions marketing professionals make in response to their customers.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre	658.8 FAH fou (Browse shelf(Opens below))	Available	10015

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Includes index and glossary.

Pt. 1. The market-led organization.
1. The nature of marketing.
2. The global marketing environment.
3. Understanding customer behavior.
4. Marketing research and customer insights.
5. Market segmentation, targeting and positioning --
Pt. 2. Creating customer value.
6. Value through products and brands.
7. Value through services, relationships and experiences.
8. Value through pricing --
Pt. 3. Delivering and managing customer value.
9. Integrated marketing communications: mass communications techniques.
10. Integrated marketing communications: direct communications.
11. Distribution: delivering customer value.
12. Marketing planning and strategy.

Demonstrates how marketing affects our every day lives, considering both the decisions we make as consumers and decisions marketing professionals make in response to their customers.

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