MTU Library Catalogue

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Foundations of marketing [electronic book] / John Fahy and David Jobber.

By: Fahy, John, 1962- [author].
Contributor(s): Jobber, David, 1947- [author].
Material type: materialTypeLabelBookPublisher: London : McGraw - Hill Education, [2019]Copyright date: ©2019Edition: Sixth edition.Description: online resource (xxvii, [396] pages) : color illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9781526847348 (paperback); 1526847345 (paperback); 9781526847355 (e-book).Subject(s): MarketingAdditional physical formats: Print version: Foundations of marketingDDC classification: 658.8 Online resources: Access eBook Also available in print form.
Contents:
The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and Customer insights -- Market segmentation, targeting and positioning -- Value through products and brands -- Value through services, relationships and experiences -- Value through pricing -- Distribution: delivering customer value -- Integrated marketing communications I: offline communications techniques -- Integrated marketing communications II: online communications techniques -- Marketing planning and strategy.
Holdings
Item type Current library Call number Status Notes
eBook MTU Online eBook 658.8 (Browse shelf(Opens below)) Available MTU Cork Module - AGRI6010 Core Reading. MTU Cork Module MRKT6023 - Core Reading. MTU Cork Module MRKT8020-Core Reading. MTU Cork Module SPRT7020 - Core Reading. MTU Cork Module MRKT6008 - Core Reading. MTU Cork Module MMED7008 - Core Reading. MTU Cork Module MRKT6005 - Core Reading. MTU Cork Module MRKT6004 - Core Reading. MTU Cork Module MGMT7045 - Supplementary reading.
Total holds: 0

Includes bibliographical references and indexes.

The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and Customer insights -- Market segmentation, targeting and positioning -- Value through products and brands -- Value through services, relationships and experiences -- Value through pricing -- Distribution: delivering customer value -- Integrated marketing communications I: offline communications techniques -- Integrated marketing communications II: online communications techniques -- Marketing planning and strategy.

MTU Cork Module AGRI6010 - Core Reading.

MTU Cork Module MRKT6023 - Core Reading.

MTU Cork Module MRKT8020 - Core Reading.

MTU Cork Module SPRT7020 - Core Reading.

MTU Cork Module MRKT6008 - Core Reading.

MTU Cork Module MMED7008 - Core Reading.

MTU Cork Module MRKT6005 - Core Reading.

MTU Cork Module MRKT6004 - Core Reading.

MTU Cork Module MGMT7045 - Supplementary reading.

Also available in print form.

Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.

TUFT Funding.