Principles and practice of marketing /

• Jobber, David, 1947-

• Marketing

• McGraw-Hill Education,

• 0077114159
• 9780077114152

• Accompanied by CD-Rom in pocket.
• With: Ad Insight CD-ROM, containing TV advertisements and questions linked to every chapter.
• Includes bibliographical references and index.
• Part 1: Fundamentals of Modern Marketing Thought -- 1. Marketing in the modern organization -- 2. Marketing planning: an overview of marketing -- Part 2: Marketing Analysis -- 3. The marketing environment -- 4. Understanding consumer behaviour -- 5. Understanding organizational buying behaviour -- 6. Understanding marketing ethics and corporate social responsibility -- 7. Marketing research -- 8. Market segmentation and positioning -- Part 3: Marketing Mix Decisions -- Product -- 9. Managing products: brand and corporate identity management -- 10. Managing products: product life cycle, portfolio planning and product growth strategies -- 11. Developing new products -- Price -- 12. Pricing -- Promotion -- 13. Advertising -- 14. Personal selling and sales management -- 15. Direct marketing -- 16. Other promotional mix methods -- Place -- 17. Distribution -- Spanning the marketing mix -- 18 Digital marketing -- Part 4: Competition and marketing -- 19. Analysing competitors and creating a competitive advantage -- 20. Competitive marketing strategy -- Part 5: Marketing Implementation and Application -- 21. Managing marketing implementation, organization and control -- 22. Services marketing -- 23. International marketing.

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