Foundations of marketing /
Fahy, John, 1962-
Foundations of marketing / John Fahy and David Jobber. - 5th ed. - Maidenhead ; Singapore : McGraw-Hill Education, 2015. - xix, 358 pages : illustrations ; 27 cm. ; pbk.
CW806, CW906, CW916, CW936 CW018
Includes bibliographical references and index.
The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and customer insights -- Marketing segmentation, targeting and positioning -- Value through products and brands -- Value through services, relationships and experiences -- Value through pricing -- Distribution: delivering customer value -- Integrated marketing communications 1: mass communication techniques -- Integrated marketing communications 2: direct communications techniques -- Digital marketing.
0077167953 9780077167950
Marketing.
658.8
Foundations of marketing / John Fahy and David Jobber. - 5th ed. - Maidenhead ; Singapore : McGraw-Hill Education, 2015. - xix, 358 pages : illustrations ; 27 cm. ; pbk.
CW806, CW906, CW916, CW936 CW018
Includes bibliographical references and index.
The nature of marketing -- The global marketing environment -- Understanding customer behaviour -- Marketing research and customer insights -- Marketing segmentation, targeting and positioning -- Value through products and brands -- Value through services, relationships and experiences -- Value through pricing -- Distribution: delivering customer value -- Integrated marketing communications 1: mass communication techniques -- Integrated marketing communications 2: direct communications techniques -- Digital marketing.
0077167953 9780077167950
Marketing.
658.8