Foundations of marketing / John Fahy and David Jobber.

Material type:

TextISBN:

9780077167950

DDC classification:

658.8

Contents:

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

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Holdings
Item type	Current library	Call number	Status	Notes	Barcode
Books	Marbella International University Centre Library	658.8 FAH fou 1149 (Browse shelf(Opens below))	Lost	Lost book	11459

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

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