Jobber, David. <br/><br/>
Principles and practice of marketing. / 
David Jobber  
 - 4th ed. 
 - Boston:  McGraw- Hill  2004. 
 - xxxiv,942p.:  ill.;  26cm. 
<br/><br/> Includes index. 
<br/><br/>Contents: 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 -- Market segmentation and positioning -- Marketing mix decisions: Managing products: brand and corporate identity management -- Managing products: Product life cycle, portfolio planning and product growth strategies -- Developing new products -- Personal selling and sales management -- Direct marketing  -- Internet marketing -- Other promotional mix methods -- Distribution -- Competition and marketing: Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Marketing implementation and application: Managing marketing implementation, organization and cotrol -- Marketing services -- International marketing .  
<br/><br/><label>ISBN: </label>007710708x 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.J51