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Principles and practice of marketing. / David Jobber

By: Material type: TextPublication details: London; McGraw- Hill 2001Edition: 3rd edDescription: xxiv, 823 p.: ill.; 30cmISBN:
  • 0077096134
Subject(s): LOC classification:
  • HF5415.J5
Contents:
Contents: Part I:Fundamentals of modern marketing thought: Marketing in the modern firm -- Marketing planning: an overview of marketing -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- The marketing environment -- Marketing research and information systems -- Marketing segmentation and positioning -- Part II: Marketing mix decisions -- Managing products -- Developing new products -- Pricing strategy -- Advertising -- Personal selling and sales management -- Direct marketing -- Internet and online marketing -- Other promotional mix methods -- Distribution -- Part III: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Part IV: Marketing implementation and application -- Managing marketing implementation, organization and control -- Marketing services -- International marketing.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5415.J5 (Browse shelf(Opens below)) Available K/3139/0237/23

Includes index.

Contents: Part I:Fundamentals of modern marketing thought: Marketing in the modern firm -- Marketing planning: an overview of marketing -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- The marketing environment -- Marketing research and information systems -- Marketing segmentation and positioning -- Part II: Marketing mix decisions -- Managing products -- Developing new products -- Pricing strategy -- Advertising -- Personal selling and sales management -- Direct marketing -- Internet and online marketing -- Other promotional mix methods -- Distribution -- Part III: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Part IV: Marketing implementation and application -- Managing marketing implementation, organization and control -- Marketing services -- International marketing.

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