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
John Fahy is Professor of Marketing at the University of Limerick
in Ireland and Adjunct Professor of Marketing at the University of
Adelaide, Australia. He has a distinguished track record of
teaching and research in the fields of marketing and business
strategy. In particular, he is known for his work in the area of
marketing resources and capabilities and how these factors impact
on organisational performance. He is a founder member of the MC21
group which has conducted research on marketing resources and
performance across 15 countries. Other current research interests
include evolutionary perspectives on marketing and strategic
decision making.
David Jobber is Professor of Marketing at the University of
Bradford, School of Management. His research interests include the
use of mail surveys in marketing research, selling and sales
management. In 2008 he received the Academy of Marketing's Life
Achievement award for distinguished and extraordinary services to
marketing David Jobber is Professor of Marketing at the University
of Bradford, School of Management. His research interests include
the use of mail surveys in marketing research, selling and sales
management. In 2008 he received the Academy of Marketing’s Life
Achievement award for distinguished and extraordinary services to
marketing.
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