000 01922nam a22002777a 4500
005 20250611081139.0
020 _a9781526849533
_cTZS 103, 317/=
040 _aMUL
_beng.
_eAACR
082 _a658.8 JOB
100 _a Jobber, David
245 _aPrinciples and practice of marketing
_c/ David Jobber (Author) and Fiona Ellis-Chadwick (Author)
250 _a10th ed.
260 _aMaidenhead :
_bMcGraw Hill,
_cc2024.
300 _a xxviii, 907 p. ;
_c 27cm.
_bcol. ill. :
504 _aIncludes indexes ( p. 887 - p. 907)
505 _aPart 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
546 _aeng
650 _aMarketing
650 _aCustomer behaviour
650 _aMarketing planning
650 _aMarketing strategy
650 _aCustomer value
650 _aDigital marketing and media
700 _aChadwick, Fiona Ellis
942 _cBK
999 _c10994
_d10994