Jobber, David creator text bibliography nyu London New York McGraw-Hill 2013 1995 Seventh edition monographic eng

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xxxv, 885 p. : ill. (some col.) ; 25 cm. Contents: 1. Fundamentals of modern marketing thought: Marketing in the modern organization -- Marketing planning: an overview of marking -- 2. Marketing analysis: The marking environment -- Understanding consumer behavior -- Understanding organization buying behaviour Understanding marketing ethics and corporate social responsibility -- Marketing research and information systems -- Market segmentation and positioning 3. Marking mix decisions product: Branding and corporate identity management -- Services marketing -- Managing products: product life-cycle, portfolio planning and product growth strategies -- Developing new products -- Pricing strategy -- Integrated marketing communications -- Mas marking communications -- Direct marketing communications -- Distribution -- Digital marketing and social media -- 4. Competition and marketing: Analysing competitors and creating a competitive advantage -- competitive marketing strategy -- Global marketing strategy 5. Marking implementation and application: Managing marking implementation, organization and control -- David Jobber & Fiona Ellis-Chadwick Includes bibliographical references and index. e------ Marketing Marketing Europe Case studies HF5415.J57(7e) 658.8 9780077140007 0077140001 94040494 DLC 941006 20211122114444.0 1598733