Principles and Practice of Marketing

David Jobber, Fiona Ellis-Chadwick

ISBN 10: 0077174143 / ISBN 13: 9780077174149

Published by McGraw-Hill Education Ltd, 2016

About this Item

Zustand: Hervorragend | Seiten: 885 | Sprache: Englisch | Produktart: Bücher | Keine Beschreibung verfügbar.

Seller Inventory # 26683014/1

Bibliographic Details

• Title: Principles and Practice of Marketing
• Publisher: McGraw-Hill Education Ltd
• Publication Date: 2016
• Language: English
• ISBN 10: 0077174143
• ISBN 13: 9780077174149
• Binding: Soft cover
• Condition: Hervorragend
• Seller catalogs:
  • Bücher

About this title

Synopsis

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; and, new Ad insight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns and examples.

About the Author

David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketing's Life Achievement award for distinguished and extraordinary services to marketing.