TY  - BOOK
AU  - Fahy,John
AU  - Jobber,David
TI  - Foundations of marketing
SN  - 9780077137014
U1  - 658.8 
PY  - 2012///
CY  - London
PB  - McGraw-Hill Education, 
KW  - Marketing
N1  - 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
N2  - 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
ER  -