MTU Library Catalogue

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Principles and practice of marketing / David Jobber.

By: Jobber, David, 1947-.
Material type: materialTypeLabelBookPublisher: Maidenhead, Berkshire : McGraw-Hill Education, 2010Edition: 6th ed.Description: xxx, 946 p. : col ill. ; 27 cm. + pbk.ISBN: 9780077123307; 0077123301.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 marketing ethics and corporate social responsibility -- Marketing research and information systems -- Market segmentation and positioning -- Part 3: Marketing mix decisions -- Product -- Managing products: brand and corporate identity management -- Managing products: product life cycle, portfolio planning and product growth strategies -- Developing new products -- Price -- Pricing strategy -- Promotion -- Advertising -- Personal selling and sales management -- Direct marketing -- Other promotional mix methods -- Place -- Distribution -- Spanning the marketing mix -- Digital marketing -- Part 4: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Part 5: Marketing implementation and application -- Managing marketing implementation, organization and control -- Services marketing -- International marketing.
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 00191320
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00191319
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, colour images 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 marketing ethics and corporate social responsibility -- Marketing research and information systems -- Market segmentation and positioning -- Part 3: Marketing mix decisions -- Product -- Managing products: brand and corporate identity management -- Managing products: product life cycle, portfolio planning and product growth strategies -- Developing new products -- Price -- Pricing strategy -- Promotion -- Advertising -- Personal selling and sales management -- Direct marketing -- Other promotional mix methods -- Place -- Distribution -- Spanning the marketing mix -- Digital marketing -- Part 4: Competition and marketing -- Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Part 5: Marketing implementation and application -- Managing marketing implementation, organization and control -- Services marketing -- International marketing.

CIT Module MRKT 6005 - Supplementary reading

CIT Module MRKT 6004 - Supplementary reading

Table of contents provided by Syndetics

  • 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 and information systems
  • 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 strategy 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