Foundations of marketing /
Fahy, John, 1962-
Foundations of marketing / John Fahy and David Jobber. - 4th ed. - London : McGraw-Hill Higher Education, c2012. - xxiv, 359 p. : col. ill., col. ports. ; 27 cm.
CW806, CW906, CW916, CW936 CW006 CW018 CW037 CW_IAA
Includes bibliographical references and index.
The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and information systems -- Marketing segmentation, targeting and positioning -- Brand and product management -- Services marketing management -- Pricing strategy -- Integrated marketing communications - part I: Mass communications techniques -- Integrated marketing communications - part II: Direct communications techniques -- Distribution management -- Marketing planning and strategy.
9780077137014: £40.99 0077137019
Marketing.
Business and Management.
Business & Management
Sales & marketing
658.8
Foundations of marketing / John Fahy and David Jobber. - 4th ed. - London : McGraw-Hill Higher Education, c2012. - xxiv, 359 p. : col. ill., col. ports. ; 27 cm.
CW806, CW906, CW916, CW936 CW006 CW018 CW037 CW_IAA
Includes bibliographical references and index.
The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and information systems -- Marketing segmentation, targeting and positioning -- Brand and product management -- Services marketing management -- Pricing strategy -- Integrated marketing communications - part I: Mass communications techniques -- Integrated marketing communications - part II: Direct communications techniques -- Distribution management -- Marketing planning and strategy.
9780077137014: £40.99 0077137019
Marketing.
Business and Management.
Business & Management
Sales & marketing
658.8