Foundations of marketing / 
John Fahy and David Jobber. 
<br/><br/>Pt. 1. The market-led organization.<br/>Ch. 1. The nature of marketing.<br/>Ch. 2. The global marketing environment.<br/>Ch. 3. Understanding customer behavior.<br/>Ch. 4. Marketing research and customer insights.<br/>Ch. 5. Market segmentation, targeting and positioning --<br/>Pt. 2. Creating customer value.<br/>Ch. 6. Value through products and brands.<br/>Ch. 7. Value through services, relationships and experiences.<br/>Ch. 8. Value through pricing --<br/>Pt. 3. Delivering and managing customer value.<br/>Ch. 9. Distribution: delivering customer value.<br/>Ch. 10. Integrated marketing communications: mass communications techniques.<br/>Ch. 11. Integrated marketing communications: direct communications.<br/>Ch. 12. Digital marketing. 
<br/><br/><label>ISBN: </label>9780077167950 
<br/><br/><label>Dewey Class. No.: </label>658.8