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    Principles A N D Practice of Marketing: David Jobber

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    Itachi90
    This document provides a table of contents for the textbook "Principles and Practice of Marketing" by David Jobber. The textbook is divided into 5 parts covering fundamentals of modern marketing thought, marketing analysis, marketing mix decisions, competition and marketing, and marketing implementation and application. Part 1 introduces concepts like marketing planning and the role of marketing in organizations. Part 2 covers analyzing marketing environments, consumer behavior, research, and segmentation. Part 3 focuses on managing products, pricing, promotions, distribution and digital marketing. Part 4 addresses analyzing competitors and competitive strategies. Part 5 discusses implementing marketing, services marketing and international marketing. The textbook contains 23 chapters and additional reference sections.

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    Principles A N D Practice of Marketing: David Jobber

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    Itachi90
    104 views3 pages
    This document provides a table of contents for the textbook "Principles and Practice of Marketing" by David Jobber. The textbook is divided into 5 parts covering fundamentals of modern marketing thought, marketing analysis, marketing mix decisions, competition and marketing, and marketing implementation and application. Part 1 introduces concepts like marketing planning and the role of marketing in organizations. Part 2 covers analyzing marketing environments, consumer behavior, research, and segmentation. Part 3 focuses on managing products, pricing, promotions, distribution and digital marketing. Part 4 addresses analyzing competitors and competitive strategies. Part 5 discusses implementing marketing, services marketing and international marketing. The textbook contains 23 chapters and additional reference sections.

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    This document provides a table of contents for the textbook "Principles and Practice of Marketing" by David Jobber. The textbook is divided into 5 parts covering fundamentals of modern marketing thought, marketing analysis, marketing mix decisions, competition and marketing, and marketing implementation and application. Part 1 introduces concepts like marketing planning and the role of marketing in organizations. Part 2 covers analyzing marketing environments, consumer behavior, research, and segmentation. Part 3 focuses on managing products, pricing, promotions, distribution and digital marketing. Part 4 addresses analyzing competitors and competitive strategies. Part 5 discusses implementing marketing, services marketing and international marketing. The textbook contains 23 chapters and additional reference sections.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    104 views3 pages

    Principles A N D Practice of Marketing: David Jobber

    Uploaded by

    Itachi90
    This document provides a table of contents for the textbook "Principles and Practice of Marketing" by David Jobber. The textbook is divided into 5 parts covering fundamentals of modern marketing thought, marketing analysis, marketing mix decisions, competition and marketing, and marketing implementation and application. Part 1 introduces concepts like marketing planning and the role of marketing in organizations. Part 2 covers analyzing marketing environments, consumer behavior, research, and segmentation. Part 3 focuses on managing products, pricing, promotions, distribution and digital marketing. Part 4 addresses analyzing competitors and competitive strategies. Part 5 discusses implementing marketing, services marketing and international marketing. The textbook contains 23 chapters and additional reference sections.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    PRINCIPLES

    AND PRACTICE
    OF MARKETING
    F I F T H EDITION

    David Jobber

    The McGraw-Hill Companies

    London Boston Burr Ridge, IL Dubuque, IA Madison, Wl New York San Francisco
    St. Louis Bangkok Bogota Caracas Kuala Lumpur Lisbon Madrid Mexico City
    Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto
    I 1I 11
    AC J Vi

    Brief Table of Contents


    About the author vii
    Case contributors xvi
    List of vignettes xviii
    Preface xxi
    Acknowledgements for the 5th edition xxiv
    Guided tour xxvi
    Technology to enhance teaching and learning xxviii
    Currency conversion table xxxi

    1 FUNDAMENTALS OF MODERN MARKETING THOUGHT 7


    1 Marketing in the modern organization 3
    2 Marketing planning: an overview of marketing 38

    2 MARKETING ANALYSIS 75
    3 The marketing environment 77
    4 Understanding consumer behaviour 715
    5 Understanding organizational buying behaviour 753
    6 Understanding marketing ethics and corporate social
    responsibility 789
    7 Marketing research and information systems 229
    8 Market segmentation and positioning 274

    3 MARKETING M I X DECISIONS 323


    Product
    9 Managing products: brand and corporate identity management 325
    10 Managing products: product life cycle, portfolio planning and product
    growth strategies 385
    11 Developing new products 478
    Price
    12 Pricing strategy 457
    Promotion
    13 Advertising 497
    14 Personal selling and sales management 544
    15 Direct marketing 597
    16 Other promotional mix methods 636
    Place
    17 Distribution 678
    Spanning the marketing mix
    18 Digital marketing 722
    pAI E
    1 ix

    4 COMPETITION AND MARKETING


    19 Analysing competitors and creating a competitive advantage
    1TL
    773
    20 Competitive marketing strategy
    813
    5 MARKETING IMPLEMENTATION AND APPLICATION 847
    21 Managing marketing implementation, organization and control 849
    22 Services marketing 893
    23 International marketing 948

    Glossary 996
    Companies and brands index 1005
    Subject index 1010

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