MTU Library Catalogue

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Foundations of marketing / David Jobber, John Fahy.

By: Jobber, David, 1947-.
Contributor(s): Fahy, John, 1962-.
Material type: materialTypeLabelBookPublisher: Maidenhead : McGraw-Hill Higher Education, 2009Edition: 3rd ed.Description: xxv, 363p. col. ill, 24 cm.ISBN: 9780077125608; 9780077125486.Subject(s): Marketing | Marketing | Business and Management | Business & Management | Sales & marketingDDC classification: 658.8 JOB
Contents:
1.The nature of marketing -- 2.The global marketing environment -- 3.Understanding customer behaviour -- 4.Marketing research and information systems -- 5.Marketing segmentation, targeting and positioning -- 6.Brand and product management -- 7.Services marketing management -- 8.Pricing strategy -- 9.Integrated marketing communications part I: Mass communications techniques -- 10.Integrated marketing communications part II: Direct communications techniques -- 11.Distribution management -- 12.Marketing planning and strategy
Summary: This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.8 JOB (Browse shelf(Opens below)) 0 Available 38888000801666
General lending MTU Kerry North Campus Library First Floor Main 658.8 JOB (Browse shelf(Opens below)) 0 Available 38888000798169
General lending MTU Kerry North Campus Library First Floor Main 658.8 JOB (Browse shelf(Opens below)) 0 Available 38888000742373
General lending MTU Kerry North Campus Library First Floor Main 658.8 JOB (Browse shelf(Opens below)) 1 Available 38888000759419
Total holds: 0

Enhanced descriptions from Syndetics:

This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.

Previous ed.: Maidenhead: McGraw-Hill Educational, 2004.

Includes bibliographical references and index.

1.The nature of marketing -- 2.The global marketing environment -- 3.Understanding customer behaviour -- 4.Marketing research and information systems -- 5.Marketing segmentation, targeting and positioning -- 6.Brand and product management -- 7.Services marketing management -- 8.Pricing strategy -- 9.Integrated marketing communications part I: Mass communications techniques -- 10.Integrated marketing communications part II: Direct communications techniques -- 11.Distribution management -- 12.Marketing planning and strategy

This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.

ITT Module MKTG61000

Table of contents provided by Syndetics

  • 1 The nature of marketing
  • 2 The global marketing environment
  • 3 Understanding customer behaviour
  • 4 Marketing research and information systems
  • 5 Marketing segmentation, targeting and positioning
  • 6 Brand and product management
  • 7 Services marketing management
  • 8 Pricing strategy
  • 9 Integrated marketing communications part I: Mass communications techniques
  • 10 Integrated marketing communications part II: Direct communications techniques
  • 11 Distribution management
  • 12 Marketing planning and strategy