MTU Library Catalogue

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Foundations of marketing / David Jobber and John Fahy.

By: Jobber, David, 1947- [author.].
Contributor(s): Fahy, John, 1962- [author.].
Material type: materialTypeLabelBookPublisher: Maidenhead : McGraw-Hill Higher Education, [2009]Copyright date: ©2009Edition: Third edition.Description: xxv, 363 pages : color illustrations ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780077121907 (paperback); 0077121902 (paperback).Subject(s): MarketingDDC classification: 658.8
Contents:
The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and information systems -- Market segmentation, targeting and positioning -- Brand and product management -- Services marketing management -- Pricing strategy -- Integrated marketing communications 1: mass communications techniques -- Integrated marketing communications 2: direct communications techniques -- Distribution management -- Marketing planning and strategy.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00180013
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00132478
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 indexes.

The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and information systems -- Market segmentation, targeting and positioning -- Brand and product management -- Services marketing management -- Pricing strategy -- Integrated marketing communications 1: mass communications techniques -- Integrated marketing communications 2: direct communications techniques -- Distribution management -- Marketing planning and strategy.

CIT Module MRKT 6004 - Core reading

CIT Module MRKT 6009 - Core reading

CIT Module MRKT 6008 - Core reading

CIT Module MRKT 6005 - Core reading

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