Principles and Practice of Marketing 8th Edition

Principles and Practice of Marketing 8th Edition – Ebook Instant Download/Delivery ISBN(s): 9780077174149,0077174143,9780077174156, 0077174151

Product details:

• ISBN-10 ‏ : ‎ 0077174151
• ISBN-13 ‏ : ‎ 9780077174156
• Author: David Jobber 

Table contents:

PART 1 Fundamentals of Marketing

1 Marketing and the Organization

2 The Marketing Environment

3 Consumer Behaviour

4 Organizational Buying

5 Marketing Ethics and Corporate Social Responsibility

6 Marketing Research and Business Intelligence

7 Market Segmentation and Positioning

PART 2 Creating Customer Value

8 Value Through Brands

9 Value Through Services

10 Value Through Relationships

11 Value Through Innovation

12 Value Through Pricing

PART 3 Communicating and Delivering Customer Value

13 Integrated Marketing Communications

14 Mass Marketing Communications

15 Direct Marketing Communications

16 Digital Marketing and Social Media

17 Distribution

PART 4 Marketing Planning and Strategy

18 Marketing Planning: An Overview of Strategic Analysis and Decision-making

19 Analysing Competitors and Creating a Competitive Advantage

20 Product Strategy: Product Lifecycle, Portfolio Planning and Product Growth Strategies

21 Global Marketing Strategy

22 Managing Marketing Implementation, Organization and Control

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