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Principles and practice of marketing.

By: Contributor(s): Material type: TextTextPublication details: London : McGraw-Hill Education, [2016]Edition: Eighth edition / David Jobber and Fiona Ellis-ChadwickDescription: xxx, 813 pages : illustrations (colour) ; 27 cmISBN:
  • 9780077174149:
  • 0077174143
Subject(s): DDC classification:
  • 658.8
LOC classification:
  • .J5 2016
Partial contents:
[Part 1: Fundamentals of Marketing ] Marketing in the Modern Organization -- The Marketing Environment -- Consumer Behaviour -- Organizational Buying Behaviour -- Marketing Ethics and Corporate Social Responsibility -- Marketing Research and Information Systems -- Market Segmentation and Positioning.
[Part 2: Creating Customer Value] Value Through Brands -- Value Through Services -- Value Through Relationships -- Value Through Innovation -- Value Through Pricing.
[Part 3: Communicating and Delivering Customer Value] Integrated Marketing Communications -- Mass Marketing Communications -- Direct Marketing Communications -- Digital Marketing and Social Media -- Distribution.
[Part 4: Marketing Planning for Strategic Advantage] Marketing Planning: An Overview of Strategic Analysis and Decision-Making -- Analysing Competitors and Creating a Competitive Advantage -- Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies -- Global Marketing Strategy -- Managing Marketing Implementation, Organization and Control.
Summary: 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 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life. Find out: How the bandwagon effect has contributed to the success of online group buying. How IKEA delivers sustainable cotton and timber products to millions of customers. How social marketing is combatting an obesity crisis. How the relaunch of Netto became a case of fighter branding. How crowdsourcing is evolving advertising. How Abercrombie & Fitch's store environment could be heading it into the dark. Key Features: A brand new chapter on Relationship Marketing. Newly updated structure to focus on the importance of Customer Value. Fully updated to cover the latest technologies and digital developments. New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon. 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).
Holdings
Item type Current library Call number Status Date due Barcode
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) Available 82048
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) Available 82049
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) Checked out 27/08/2020 82050

CW037

Previous edition: 2013.

CW018

Includes bibliographical references and index.

[Part 1: Fundamentals of Marketing ] Marketing in the Modern Organization -- The Marketing Environment -- Consumer Behaviour -- Organizational Buying Behaviour -- Marketing Ethics and Corporate Social Responsibility -- Marketing Research and Information Systems -- Market Segmentation and Positioning.

[Part 2: Creating Customer Value] Value Through Brands -- Value Through Services -- Value Through Relationships -- Value Through Innovation -- Value Through Pricing.

[Part 3: Communicating and Delivering Customer Value] Integrated Marketing Communications -- Mass Marketing Communications -- Direct Marketing Communications -- Digital Marketing and Social Media -- Distribution.

[Part 4: Marketing Planning for Strategic Advantage] Marketing Planning: An Overview of Strategic Analysis and Decision-Making -- Analysing Competitors and Creating a Competitive Advantage -- Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies -- Global Marketing Strategy -- Managing Marketing Implementation, Organization and Control.

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 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life. Find out: How the bandwagon effect has contributed to the success of online group buying. How IKEA delivers sustainable cotton and timber products to millions of customers. How social marketing is combatting an obesity crisis. How the relaunch of Netto became a case of fighter branding. How crowdsourcing is evolving advertising. How Abercrombie & Fitch's store environment could be heading it into the dark. Key Features: A brand new chapter on Relationship Marketing. Newly updated structure to focus on the importance of Customer Value. Fully updated to cover the latest technologies and digital developments. New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon. 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).

50.45

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