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Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
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Contents:
Chapter 1: Marketing in the Modern Firm
Chapter 2: The Marketing Environment
Chapter 3: Customer Behaviour
Chapter 4: Marketing Research and Information Systems
Chapter 5: Market Segmentation & Positioning
Chapter 6: Managing Products & Services
Chapter 7: Pricing Strategy
Chapter 8: The Promotions Mix
Chapter 9: Distribution
Chapter 10: Online Marketing
Chapter 11: Marketing Strategy & Planning
Chapter 12: Managing Marketing Implementation, Organisation & Control
2002 A McGraw-Hill Online Learning Centre
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