Foundations of 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 Marketings Life Achievement award for distinguished and extraordinary services to 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.

1.The nature of marketing
2.The global marketing environment
3.Understanding customer behaviour
4.Marketing research and information systems
5.Marketing segmentation, targeting and positioning
6.Brand and product management
7.Services marketing management
8.Pricing strategy
9.Integrated marketing communications part I: Mass communications techniques
10.Integrated marketing communications part II: Direct communications techniques
11.Distribution management
12.Marketing planning and strategy