Principles and practice of marketing / David Jobber.

Edition: 6ème édition.
ISBN: 9780077123307 (br)
Note de bibliographie: Notes bibliogr. Glossaire. Index.
Table des matières: P. 1 1, Fundamentals of modern marketing thought P. 2 1, Marketing in the modern organization P. 37 2, Marketing planning : an overview of marketing P. 71 2, Marketing analysis P. 72 3, The marketing environment P. 108 4, Understanding consumer behaviour P. 145 5, Understanding organizational buying behaviour P. 180 6, Understanding marketing ethics and corporate social responsibility P. 216 7, Marketing research and information systems P. 259 8, Market segmentation and positioning P. 301 3, Marketing mix decisions P. 302 9, Managing products : brand and corporate identity management P. 354 10, Managing products : product life cycle, portfolio planning and product growth strategies P. 383 11, Developing new products P. 421 12, Pricing strategy P. 461 13, Advertising P. 504 14, Personal selling and sales management P. 546 15, Direct marketing P. 586 16, Other promotional mix methods P. 624 17, Distribution P. 664 18, Digital marketing P. 703 4, Competition and marketing P. 704 19, Analysing competitors and creating a competitive advantage P. 740 20, Competitive marketing strategy P. 773 5, Marketing implementation and application P. 774 21, Managing marketing implementation, organization and control P. 821 22, Services marketing P. 871 23, International marketing
Bibliothèque Cote Statut Date de retour prévue Code barres Format
IESEG School of Management Lille  120 JOB  Emprunté   21 Oct, 2020   IE00013274   Monographie imprimée  
BU Vauban EDHEC Business School Lille  121.55 JOB  Disponible   --   00062085   Monographie imprimée