MTU Library Catalogue

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Foundations of marketing / John Fahy, David Jobber.

By: Fahy, John, 1962- [author.].
Contributor(s): Jobber, David, 1947- [author.].
Material type: materialTypeLabelBookPublisher: New York : McGraw-Hill Education, [2019]Copyright date: ©2019Edition: Sixth edition.Description: xxi, 424 pages : illustrations ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781526847348 (paperback).Subject(s): MarketingAdditional physical formats: Electronic Version: Foundations of marketingDDC classification: 658.8 JOB Also available in electronic form
Contents:
Part 1: The Market-Led Organisation -- Chapter 1: The Nature of Marketing -- Chapter 2: The Global Marketing Environment -- Chapter 3: Customer Behaviour -- Chapter 4: Market Research & Customer Insights -- Chapter 5: Market Segmentation, Targeting & Positioning -- Part 2:Creating Customer Value -- Chapter 6: Value Through Products & Brands -- Chapter 7: Value Through Service & Relationships -- Chapter 8: Value Through Pricing -- Part 3: Delivering and Communicating Customer Value -- Chapter 9: Distribution: Delivering Customer Value -- Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques -- Chapter 11: Integrated Marketing Communications II: Online Communications Techniques -- Chapter 12: Marketing Planning & Strategy
Holdings
Item type Current library Call number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.8 JOB (Browse shelf(Opens below)) Available 38888000958938
General lending MTU Kerry North Campus Library First Floor Main 658.8 JOB (Browse shelf(Opens below)) Available 38888000930697
Total holds: 0

Formerly CIP. Uk

Includes bibliographical references and index.

Part 1: The Market-Led Organisation -- Chapter 1: The Nature of Marketing -- Chapter 2: The Global Marketing Environment -- Chapter 3: Customer Behaviour -- Chapter 4: Market Research & Customer Insights -- Chapter 5: Market Segmentation, Targeting & Positioning -- Part 2:Creating Customer Value -- Chapter 6: Value Through Products & Brands -- Chapter 7: Value Through Service & Relationships -- Chapter 8: Value Through Pricing -- Part 3: Delivering and Communicating Customer Value -- Chapter 9: Distribution: Delivering Customer Value -- Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques -- Chapter 11: Integrated Marketing Communications II: Online Communications Techniques -- Chapter 12: Marketing Planning & Strategy

Also available in electronic form