Foundations of Marketing with Redemption card

David Jobber, John Fahy (Autoren)

Media-Kombination

2006 | 2nd edition
McGraw Hill Higher Education
978-0-07-712228-7 (ISBN)

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Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that's ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire. Free Vital Source Digital Textbook included in this package

Utilising the Vital Source platform, McGraw-Hill/Open University Press are making a number of key titles available in a digital format. Using this platform, students are able to truly personalise their book. The student can highlight important sections of the book during the course or in preparation for an exam. Students can also make notes and attach them directly to the book content, they also have the option to share notes with classmates to further improve their understanding.

And that’s not all. Instructors will also have access to the digital version which allows them to add their own notes to the book for students to view. Instructors can also set questions for their students at specific points in the book to encourage class discussion or as tutorial assignments. If you would like to know more about the books available in this digital format, or would like to see a demonstration, please contact your local representative.

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. 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.

1.The nature of marketing
2.The global business environment
3.Customer behaviour
4.Marketing research and information systems
5.Fundamentals of marketing management
6.Product and brand management
7.Services marketing management
8.Pricing decisions
9.Integrated marketing communications part I: Mass communications techniques
10.Integrated marketing communications part II: Direct communications techniques
11.Distribution management
12.Marketing planning and strategy

Erscheint lt. Verlag	16.2.2006
Verlagsort	London
Sprache	englisch
Maße	196 x 264 mm
Gewicht	950 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-07-712228-3 / 0077122283
ISBN-13	978-0-07-712228-7 / 9780077122287
Zustand	Neuware