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Foundations of Marketing

Foundations of Marketing

ISBN 9780077167950
Edition 5
Publication Date
Publisher Mcgraw Hill
Author(s)
Overview
Part One: The Market Led Organisation
Chapter 1: The nature of marketing; strategy and planning

Chapter 2: The global marketing environment

Chapter 3: Understanding consumer behaviour

Chapter 4: Marketing research and customer insights

Chapter 5: Market segmentation, targeting and positioning

Part Two: Creating Customer Value
Chapter Six: Value through products and brands

Chapter Seven: Value through services, relationships and experiences

Chapter Eight: Value through price

Part Three: Delivering and Managing Customer Value
Chapter Nine: Distribution: Delivering customer Value

Chapter Ten: Integrated Marketing Communications 1: Mass communications techniques

Chapter Eleven: Integrated Marketing Communications 2: Direct communications techniques

Chapter Twelve: Digital Marketing

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