000			01418nam a22001817a 4500
008			120808t xxu||||| |||| 00| 0 eng d
020			_a007710708x
050			_aHF5415.J51
100			_aJobber, David.
245			_aPrinciples and practice of marketing. / _cDavid Jobber
250			_a4th ed.
260			_aBoston: _bMcGraw- Hill _c2004.
300			_axxxiv,942p.: _bill.; _c26cm.
500			_aIncludes index.
505			_aContents: 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 .
650			_aMarketing.
942			_2lcc _cBK
999			_c1962 _d9462