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Foundations of marketing third edition David Jobber

Сумата се прибавя директно в кошницата

13.90лв

1 The nature of marketing 1

2 The global marketing environment 27

3 Understanding customer behaviour 55

4 Marketing research and information systems 83

5 Market segmentation, targeting and positioning 107

6 Brand and product management 131

7 Services marketing management 167

8 Pricing strategy 191

9 Integrated marketing communications 1: mass

communications techniques 215

10 Integrated marketing communications 2: direct

communications techniques 249

11 Distribution management 283

12 Marketing planning and strategy 313

Glossary 343

Author index 351

Companies index 353

Subject index 357