This textbook combines coverage of the theory of marketing with an emphasis on its practical implementation within European business. The book includes 25 case studies which have been sourced from academics in the UK, Ireland, Sweden, Denmark and the Netherlands. The text contains numerous learning aids including chapter objectives, chapter summaries, study questions and references. There is a case study at the end of each chapter with an extended case at the end of each module.
"synopsis" may belong to another edition of this title.
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 title" may belong to another edition of this title.
Book Description The McGraw-Hill Company. Book Condition: New. pp. xx + 745 , Illus. (Some Col.). Bookseller Inventory # 58142483
Book Description Mcgraw Hill Book Co Ltd, 1996. Paperback. Book Condition: New. Bookseller Inventory # DADAX0077079353