John Fahy,
University of Limerick David Jobber,
University of Bradford
ISBN: 0077137019 Copyright year: 2012
Table of Contents
Part 1: The Market-Led Organization
1. The nature of marketing
2. The global marketing environment
3. Understanding customer behaviour
4. Marketing research and customer insights
5. Market segmentation, targeting and positioning Part 2: Creating Customer Value
6. Value through products and brands
7. Value through services, relationships and experiences
8. Value through pricing Part 3: Delivering and Managing Customer Value
9. Integrated marketing communications 1: mass communications techniques
10. Integrated marketing communications 2: direct communications techniques and digital marketing
11. Distribution: delivering customer value
12. Marketing planning and strategy
2012 McGraw-Hill Education Europe