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Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick

Table of Contents

A. Fundamentals of Modern Marketing

1. Marketing in the Modern Firm
2. The Marketing Environment
3. Customer Behaviour
4. Marketing Research and Information Systems
5. Market Segmentation & Positioning

B. Marketing Mix Decisions

6. Managing Products & Services
7. Pricing Strategy
8. The Promotions Mix
9. Distribution
10. Online Marketing

C. Marketing Strategy & Implementation

11. Marketing Strategy & Planning
12. Managing Marketing Implementation, Organisation & Control







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