000			01465nam a22002177a 4500
003			OSt
005			20230913132718.0
008			120510t xxu||||| |||| 00| 0 eng d
020			_a0077096134
040			_aWIUC - GH _cWIUC - GH
050			_aHF5415.J5
100			_aJobber, David _92399
245			_aPrinciples and practice of marketing. / _c David Jobber
250			_a3rd ed
260			_aLondon; _bMcGraw- Hill _c2001
300			_axxiv, 823 p.: _bill.; _c30cm
500			_aIncludes index.
505			_aContents: 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.
650			_amarketing. _925
942			_2lcc _cBK
999			_c10048 _d17548