Principles and Practice of Marketing – Ebook PDF Instant Delivery – ISBN(s): 9781526847232,9781526847249,152684723X,1526847248
Product details:
- ISBN-10 : 152684723X
- ISBN-13 : 978-1526847232
- Author: David Jobber, Fiona Ellis-Chadwick
The ninth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing, provides a contemporaryand modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, thisauthoritative text provides students with a core understanding of the wider context of marketing operations withincompanies, illustrated with innovative examples of marketing in practice. It has been updated with the latestdevelopments, such as trends towards social and ethical marketing and cutting-edge technological change.
Table contents:
1 Marketing and the Organization
2 The Marketing Environment
3 Consumer Behaviour
4 Business-to-Business Marketing
5 Marketing, Ethics and Society
6 Marketing Analytics and Research
7 Market Segmentation and Positioning
8 Value Through Brands
9 Value Through Service
10 Value Through Relationships
11 Value Through Innovation
12 Value Through Pricing
13 Integrated Marketing Communications
14 Mass Marketing Communications
15 Direct Marketing Communications
16 Digital Marketing and Media
17 Distribution and Channel Management
18 Marketing Planning: An Overview of Strategic Analysis and Decision-making
19 Analysing Competitors and Creating a Competitive Advantage
20 Product Strategy: Lifecycle, Portfolio and Growth
21 Global Marketing Strategy
22 Managing Marketing Implementation, Organization and Control
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