Foundations Of Marketing

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Jobber
Language: English
Author:Jobber
Publisher: Tata McGraw Hill
Publishing Date:2012
ISBN13: 9781259027611
ISBN10: 1259027619
Pages: 384
Binding: Paperback
Category: Business
SUPC: 1625192

Description

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

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