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Principles and Practice of Marketing

Principles and Practice of Marketing

Sets the benchmark for achievement in introductory marketing courses. This book offers a contemporary perspective on marketing, with the latest digital developments and both ethical and economic accountability.
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Summary

Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber’s clear writing style, engaging examples and comprehensive coverage of all the essential concepts combine to make this book a trusted and stimulating choice to support your course.

This sixth edition is fully updated to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasised throughout. You’ll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising examples.

Find out:

  • what challenges BMW faced in bringing the Mini E car to market
  • how Nintendo regained supremacy in the videogame industry
  • what Apple is doing to outsmart smartphone competitors
  • why General Motors was vulnerable in the economic downturn
  • how Cadbury relaunched their discontinued Wispa brand


    • Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.

    Product Description

    Title - Principles and Practice of Marketing

    Edition -

    Author -

    ISBN 13 - 9780077123307

    Imprint - McGraw Hill Higher Education

    Publisher - McGraw-Hill Education - Europe

    Date Published - 16/12/2009

    Prize -

    No. of pages -

    Binding Type - Paperback

    Dimensions - 195 x 265 x 37mm

    Weight - 2 g

    Languages - English