Foundations of Marketing

Heftet / 2015 / Engelsk

Produktdetaljer

ISBN13
9780077167950
Publisert
2015
Utgave
5. utgave
Utgiver
Vendor
McGraw-Hill Inc.,US
Aldersnivå
05, U
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
384
Vekt
1 gr
Høyde
260 mm
Bredde
190 mm
Tykkelse
10 mm
Se alle

Foundations of Marketing

Heftet / 2015 / Engelsk
Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text.Discover:A framework for digital marketing and social media that will help students navigate this rapidly changing fieldHow marketing adds value to customers and organisationsHow innovative brand positioning drives commercial successHow companies in the service sector such as Paddy Power build a loyal customer baseHow viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance
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Part One: The Market Led OrganisationChapter 1: The nature of marketing; strategy and planningChapter 2: The global marketing environmentChapter 3: Understanding consumer behaviourChapter 4: Marketing research and customer insights Chapter 5: Market segmentation, targeting and positioningPart Two: Creating Customer ValueChapter Six: Value through products and brandsChapter Seven: Value through services, relationships and experiencesChapter Eight: Value through pricePart Three: Delivering and Managing Customer ValueChapter Nine: Distribution: Delivering customer ValueChapter Ten: Integrated Marketing Communications 1: Mass communications techniquesChapter Eleven: Integrated Marketing Communications 2: Direct communications techniques Chapter Twelve: Digital Marketing
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John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making. David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.
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Produktdetaljer

ISBN13
9780077167950
Publisert
2015
Utgave
5. utgave
Utgiver
Vendor
McGraw-Hill Inc.,US
Aldersnivå
05, U
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
384
Vekt
1 gr
Høyde
260 mm
Bredde
190 mm
Tykkelse
10 mm
Se alle