Principles and Practice of Marketing

Principles and Practice of Marketing

by David Jobber, Ellis-Chadwick

960 pages· 2016· ISBN 9780077174149
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About
The fully updated eighth edition of 'Principles and Practice of Marketing' continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4P's, this authoritative text provides students with a core understanding of the wider content and latest approaches taking place within marketing. A range of exciting new resources and international examples bring marketing to life. Key New Features Include: A brand new chapter on 'Relationship Marketing' Brand new 'Marketing in Action' and 'Mini Cases' Newly updated structure to focus on the importance of Customer Value. Fully revised and updated pedagogy including: refocused recommended readings at the end of each chapter allowing you to expand your knowledge. New AdInsight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns and examples.

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