Foundations of marketing third edition David Jobber
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1 The nature of marketing 1
2 The global marketing environment 27
3 Understanding customer behaviour 55
4 Marketing research and information systems 83
5 Market segmentation, targeting and positioning 107
6 Brand and product management 131
7 Services marketing management 167
8 Pricing strategy 191
9 Integrated marketing communications 1: mass
communications techniques 215
10 Integrated marketing communications 2: direct
communications techniques 249
11 Distribution management 283
12 Marketing planning and strategy 313
Glossary 343
Author index 351
Companies index 353
Subject index 357
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