BUS Empresarials

Biblioteca Universitària de Sabadell

Abr 30 2015

Foundations of marketing

Posted in Adquisicions, Finances |

John FAHY; David JOBBER: Foundations of marketing. London, McGraw-Hill, 2012

Us presentem la quarta edició d’un llibre que explica els fonaments del màrqueting. El llibre està dividit en tres grans blocs que contenen 12 capítols, i exemplifica els seus continguts amb un cas real al final de cada un dels capítols.
Aquests són els continguts del llibre:
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 costumer value
12. Marketing planning and strategy


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