Fahy, John <br/><br/>
Foundations of marketing / 
John Fahy and David Jobber. 
 - 4th ed. 
 - London :  McGraw-Hill Education,   c2012. 
 - 359 p. :  ill. col.,  27 cm. 
<br/><br/> Includes index and glossary. 
<br/><br/>Pt. 1. The market-led organization.<br/>1. The nature of marketing.<br/>2. The global marketing environment.<br/>3. Understanding customer behavior.<br/>4. Marketing research and customer insights.<br/>5. Market segmentation, targeting and positioning --<br/>Pt. 2. Creating customer value.<br/>6. Value through products and brands.<br/>7. Value through services, relationships and experiences.<br/>8. Value through pricing --<br/>Pt. 3. Delivering and managing customer value.<br/>9. Integrated marketing communications: mass communications techniques.<br/>10. Integrated marketing communications: direct communications.<br/>11. Distribution: delivering customer value.<br/>12. Marketing planning and strategy. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780077137014 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8