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Foundations of marketing /

Fahy, John, 1962-

Foundations of marketing / John Fahy, David Jobber. - Sixth edition. - ©2019 - xxi, 424 pages : illustrations ; 27 cm

Formerly CIP.

Includes bibliographical references and index.

Part 1: The Market-Led OrganisationChapter 1: The Nature of MarketingChapter 2: The Global Marketing EnvironmentChapter 3: Customer BehaviourChapter 4: Market Research & Customer InsightsChapter 5: Market Segmentation, Targeting & PositioningPart 2:Creating Customer ValueChapter 6: Value Through Products & BrandsChapter 7: Value Through Service & RelationshipsChapter 8: Value Through PricingPart 3: Delivering and Communicating Customer ValueChapter 9: Distribution: Delivering Customer ValueChapter 10: Integrated Marketing Communications I: Offline Communications TechniquesChapter 11: Integrated Marketing Communications II: Online Communications TechniquesChapter 12: Marketing Planning & Strategy

ISBN: 9781526847348 RM270.66

Nat. Bib. No.: GBB951235 bnb

Nat. Bib. Agency Control No.: 019308203 Uk

Subjects--Topical Terms:
Marketing.
Marketing / Case studies.

Dewey Class. No.: 658.8