TY  - BOOK
AU  - Jobber, D
TI  - Principles and practice of marketing
SN  - 0077096134
CY  - Maidenhead
PB  - McGraw-Hill
KW  - Management
KW  - Marketing
N1  - Monograph; Includes CD-ROM - kept in the Library Office
N2  - Linking theory to marketing practice, this third edition takes into account the modern emphasis on direct marketing and relationship marketing. It covers four main areas: fundamentals of modern marketing thought; marketing mix decisions; competition and markets; and marketing implementation
ER  -