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Principles and Practice of Marketing Vital Source e-bog
David Jobber
(2016)
McGraw-Hill
585,00 kr.
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Principles and Practice of Marketing
David Jobber og Fiona Ellis-Chadwick
(2016)
Sprog: Engelsk
McGraw-Hill Education
736,00 kr.
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Detaljer om varen
- 8. Udgave
- Vital Source searchable e-book (Reflowable pages)
- Udgiver: McGraw-Hill (Marts 2016)
- ISBN: 9780077174156
EBOOK: Principles and Practice of Marketing
Licens varighed:
Bookshelf online: 5 år fra købsdato.
Bookshelf appen: ubegrænset dage fra købsdato.
Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)
Bookshelf online: 5 år fra købsdato.
Bookshelf appen: ubegrænset dage fra købsdato.
Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)
Detaljer om varen
- 8. Udgave
- Paperback: 960 sider
- Udgiver: McGraw-Hill Education (Marts 2016)
- Forfattere: David Jobber og Fiona Ellis-Chadwick
- ISBN: 9780077174149
The fully updated eighth edition of 'Principles and Practice of Marketing' continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4P's, this authoritative text provides students with a core understanding of the wider content and latest approaches taking place within marketing. A range of exciting new resources and international examples bring marketing to life.
Key New Features Include:
A brand new chapter on 'Relationship Marketing'
Brand new 'Marketing in Action' and 'Mini Cases'
Newly updated structure to focus on the importance of Customer Value.
Fully revised and updated pedagogy including: refocused recommended readings at the end of each chapter allowing you to expand your knowledge.
New AdInsight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns and examples.
Table of Contents
Part 1: Fundamentals of Marketing
1. Marketing in the Modern Organization
2. The Marketing Environment
3. Consumer Behaviour
4. Organizational Buying Behaviour
5. Marketing Ethics and Corporate Social Responsibility
6. Marketing Research and Information Systems
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 for Strategic Advantage
18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making
19. Analysing Competitors and Creating a Competitive Advantage
20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies
21. Global Marketing Strategy
22. Managing Marketing Implementation, Organization and Control
Part 1: Fundamentals of Marketing
1. Marketing in the Modern Organization
2. The Marketing Environment
3. Consumer Behaviour
4. Organizational Buying Behaviour
5. Marketing Ethics and Corporate Social Responsibility
6. Marketing Research and Information Systems
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 for Strategic Advantage
18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making
19. Analysing Competitors and Creating a Competitive Advantage
20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies
21. Global Marketing Strategy
22. Managing Marketing Implementation, Organization and Control
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Tlf 77 42 43 44 - email poly@polyteknisk.dk - CVR 34072655 - Sydbank Reg: 6748 Konto 0001107927