000			01466nam a2200241 i 4500
003			MIUC
005			20181024140912.0
008			141121s2012 enka|||| |||| 001 | eng d
020			_a9780077137014
040			_aMIUC _beng _cMIUC
082	0		_a658.8
100	1		_941 _aFahy, John
245	1	0	_aFoundations of marketing / _cJohn Fahy and David Jobber.
250			_a4th ed.
260			_aLondon : _bMcGraw-Hill Education, _cc2012.
300			_a359 p. : _bill. col., _c27 cm.
500			_aIncludes index and glossary.
505	0		_aPt. 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.
520			_aDemonstrates 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.
650		0	_aMarketing _936
700	1		_942 _aJobber, David
942			_2ddc _cBK