Jobber, David creator text xxu London McGraw- Hill 2001 3rd ed monographic eng

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xxiv, 823 p.: ill.; 30cm 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. David Jobber Includes index. marketing HF5415.J5 0077096134 WIUC - GH 120510 20230913132718.0