01465nam a22002177a 4500 OSt 20230913132718.0 120510t xxu||||| |||| 00| 0 eng d 0077096134 WIUC - GH WIUC - GH HF5415.J5 Jobber, David 2399 Principles and practice of marketing. / David Jobber 3rd ed London; McGraw- Hill 2001 xxiv, 823 p.: ill.; 30cm 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. marketing. 25 lcc BK 10048 17548 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-20 0 HF5415.J5 K/3139/0237/23 2023-09-13 00:00:00 2023-09-13 BK