This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.
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David Jobber is Professor of Marketing at the University of Bradford School of Management. John Fahy is Professor of Marketing at the University of Limerick, Ireland.
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Book Description Mcgraw Hill Higher Education, 2009. Book Condition: New. Solid grounding in the fundamentals of comtemporary marketing, with examples designed to educate and inspire. Companies covered include Persil, Zara, Nivea and Pret a Manger. Bookseller Inventory # 1926484
Book Description McGraw-Hill Higher Education, 2009. Paperback. Book Condition: New. New item. Bookseller Inventory # QX-225-20-5669005
Book Description The McGraw-Hill Company. Book Condition: New. pp. 384. Bookseller Inventory # 5778088