Principles and Practice of Marketing

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9780077094355: Principles and Practice of Marketing

Covering topics such as direct marketing, interactive communication, database management and management of a direct marketing campaign, this text is aimed at undergraduate marketing students or post experience MBA or DMS level students. Second revised edition.

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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)

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