Foundations of marketing / John Fahy and David Jobber.
Material type:
TextPublication details: Maidenhead ; Singapore : McGraw-Hill Education, 2015.Edition: 5th edDescription: xix, 358 pages : illustrations ; 27 cm. ; pbkISBN: - 0077167953
- 9780077167950
- 658.8
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| General Lending | Wexford Campus Library Wexford General Lending | 658.8 (Browse shelf(Opens below)) | 0 | Checked out | 27/08/2020 | 80732 |
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| General Lending | Wexford Campus Library Wexford General Lending | 658.8 (Browse shelf(Opens below)) | 0 | Available | 80734 | |
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| 658.8 Foundations of marketing / | 658.8 Foundations of marketing / | 658.8 Foundations of marketing / | 658.8 Foundations of marketing / | 658.8 Foundations of marketing / | 658.8 Foundations of marketing / | 658.8 Foundations of marketing / |
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.
50.16