Principles and Practices of Marketing - Softcover

Jobber, David

Softcover

ISBN 10: 0077096134 ISBN 13: 9780077096137

Publisher: McGraw-Hill Inc.,US, 2001

Synopsis

This latest edition of Principles and Practice of Marketing builds on its established strengths of clear exposition of theory linked to marketing practice. Updated throughout, the text takes into account today's greater emphasis on direct marketing and relationship marketing. The structure of the previous edition is retained with four main parts covering Fundamentals of Modern Marketing Thought, Marketing Mix Decisions, Competition and Markets and Marketing Implementation and Applications

About this title

About the Author:

David Jobber is Professor of Marketing at the University of Bradford Business School.

Review:

“A superbly comprehensive and up-to-date marketing text, presented in a very accessible format. Principles and Practice of Marketing brings marketing theory to life through its use of practical business examples. An essential text for marketing scholars everywhere.” Fiona Ellis-Chadwick, Lecturer in Retailing and Marketing, Loughborough University (Individual quotes 2003-10-13)

“Principles and Practice of Marketing, 4th edition feeds a critical perspective to classic and up-to-date marketing themes. Just what is needed for a young academic student." Dr Piet Pauwels, Department of Marketing, Maastricht University (Individual quotes 2003-10-13)

About this edition

• Publisher: McGraw-Hill Inc.,US
• Publication date: 2001
• ISBN 10: 0077096134
• ISBN 13: 9780077096137
• Binding: Paperback
• Edition number: 3