Jobber, D: Principles and Practice of Marketing
(Sprache: Englisch)
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Table of Contents Part 1: Fundamentals of Marketing
1. Marketing in the Modern Organization
2. The Marketing Environment
3. Consumer Behaviour
4. Organizational Buying Behaviour
5. Marketing Ethics and Corporate Social Responsibility
6. Marketing Research and Information Systems
7. Market Segmentation and Positioning
Part 2: Creating Customer Value
8. Value Through Brands
9. Value Through Services
10.Value Through Relationships
11.Value Through Innovation
12. Value Through Pricing
Part 3: Communicating and Delivering Customer Value
13. Integrated Marketing Communications
14. Mass Marketing Communications
15. Direct Marketing Communications
16. Digital Marketing and Social Media
17. Distribution
Part 4: Marketing Planning for Strategic Advantage
18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making
19. Analysing Competitors and Creating a Competitive Advantage
20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies
21. Global Marketing Strategy
22. Managing Marketing Implementation, Organization and Control
Autoren-Porträt von David Jobber, Fiona Ellis-Chadwick
David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.
Bibliographische Angaben
- Autoren: David Jobber , Fiona Ellis-Chadwick
- 2016, 8. Auflage, 885 Seiten, mit Abbildungen, Maße: 19,5 x 26,1 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Education Ltd
- ISBN-10: 0077174143
- ISBN-13: 9780077174149
Sprache:
Englisch
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