Jobber, David <br/><br/>
Principles and practice of marketing 
/ David Jobber (Author) and  Fiona Ellis-Chadwick (Author) 
 - 10th ed. 
 - Maidenhead :  McGraw Hill,    c2024. 
 - xxviii, 907 p. ;  col. ill. :   27cm. 
<br/><br/>Includes indexes ( p. 887 - p. 907) 
<br/><br/>Part 1: FUNDAMENTALS OF MARKETINGChapter 1 Marketing and the Organization Chapter 2 The marketing environmentChapter 3 Sustainable Marketing and SocietyChapter 4 Customer Behaviour Chapter 5 Value Through RelationshipsChapter 6 Digital Marketing Analytics and Customer Insight Chapter 7 Market Segmentation and PositioningPart 2: CREATING CUSTOMER VALUEChapter 8 Value through Brands Chapter 9 Value through PricingChapter 10 Value through InnovationChapter 11 Value through ServicePart 3 Communicating and Delivering Customer ValueChapter 12 Introduction to Marketing Communication Chapter 13 The Marketing Communications Mix: Mass CommunicationsChapter 14 Digital Marketing and MediaChapter 15 Direct Marketing, Social Media and Direct MessagingChapter 16 Place: Distribution, Channel Management and RetailingPart 4 Marketing Planning and StrategyChapter 17 Marketing Strategy and Planning Chapter 18 Analysing Competitors and Creating a Competitive AdvantageChapter 19 Product strategy: lifecycle, portfolio and growth. Chapter 20 Global Marketing StrategyChapter 21 Managing Marketing Implementation  
<br/><br/><br/>eng 
<br/><br/><label>ISBN: </label>9781526849533  TZS 103, 317/= 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing	<br/>Customer behaviour<br/>Marketing planning<br/>Marketing strategy<br/>Customer value<br/>Digital marketing and media
<br/><br/><label>Dewey Class. No.: </label>658.8 JOB