MTU Library Catalogue

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Principles and practice of marketing / David Jobber and Fiona Ellis-Chadwick.

By: Jobber, David, 1947- [author].
Contributor(s): Ellis-Chadwick, Fiona [author].
Material type: materialTypeLabelBookPublisher: London : McGraw Hill Education, [2013]Copyright date: ©2013Edition: Seventh Edition.Description: xxxv, 885 pages : color illustrations ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780077140007; 0077140001.Subject(s): Marketing | Marketing -- Case studiesDDC classification: 658.8
Contents:
Part 1: Fundamentals of modern marketing thought -- Marketing in the modern organization -- Marketing planning: an overview of marketing -- Part 2: Marketing analysis -- The marketing environment -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- Understanding marketing ethics and corporate social responsibility -- Marketing research and information --Market segmentation and positioning -- Part 3: Marketing mix decisions product -- Branding and corporate identity management -- Services marketing -- Managing products: product life-cycle, portfolio planning and product growth strategies -- Developing new products -- Pricing strategy -- Integrated marketing communications -- Mass marketing communications -- Direct marketing communications -- Distribution -- Digital marketing and social media -- Part 4: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Global marketing strategy -- Part 5: Marketing implementation and application -- Managing marketing implementation, organization and control.
Holdings
Item type Current library Call number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) Available 00181196
Total holds: 0

Enhanced descriptions from Syndetics:

This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing and adverts to demonstrate marketing principles in practice.

Includes bibliographical references and indexes.

Part 1: Fundamentals of modern marketing thought -- Marketing in the modern organization -- Marketing planning: an overview of marketing -- Part 2: Marketing analysis -- The marketing environment -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- Understanding marketing ethics and corporate social responsibility -- Marketing research and information --Market segmentation and positioning -- Part 3: Marketing mix decisions product -- Branding and corporate identity management -- Services marketing -- Managing products: product life-cycle, portfolio planning and product growth strategies -- Developing new products -- Pricing strategy -- Integrated marketing communications -- Mass marketing communications -- Direct marketing communications -- Distribution -- Digital marketing and social media -- Part 4: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Global marketing strategy -- Part 5: Marketing implementation and application -- Managing marketing implementation, organization and control.