Principles and Practice of Marketing 8th Edition by David Jobber, Fiona Ellis Chadwick 0077174143 9780077174149

Principles and Practice of Marketing 8th Edition by David Jobber, Fiona Ellis-Chadwick – Ebook PDF Instant Download/DeliveryISBN:  0077174143, 9780077174149 

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Product details:

ISBN-10 :  0077174143 

ISBN-13 :  9780077174149

Author:  David Jobber, Fiona Ellis-Chadwick 

The fully updated eighth edition of Principles and Practice of Marketingcontinues 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.

 

Principles and Practice of Marketing 8th Table of contents:

Part 1: Fundamentals of Marketing

1. Marketing in the Modern Organization

2. The Marketing Environment

3. Consumer Behaviour

4. Organizational Buying Behaviour

5. Marketing Ethics and Corporate Social Responsibility

6. Marketing Research and Information Systems

7. Market Segmentation and Positioning

Part 2: Creating Customer Value

8. Value Through Brands

9. Value Through Services

10.Value Through Relationships

11.Value Through Innovation

12. Value Through Pricing

Part 3: Communicating and Delivering Customer Value

13. Integrated Marketing Communications

14. Mass Marketing Communications

15. Direct Marketing Communications

16. Digital Marketing and Social Media

17. Distribution

Part 4: Marketing Planning for Strategic Advantage

18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making

19. Analysing Competitors and Creating a Competitive Advantage

20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies

21. Global Marketing Strategy

22. Managing Marketing Implementation, Organization and Control

 

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Tags: Principles, Practice, Marketing, David Jobber, Fiona Ellis Chadwick