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Principles and Practice of Marketing
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PRINCIPLES AND PRACTICE OF MARKETING

PAPERBACK BY JOBBER, DAVID; ELLIS-CHADWICK, FIONA

£45.04

ISBN
9780077174149
IMPRINT
MCGRAW-HILL INC.,US
 
 
EDITION
8TH EDITION
PUBLISHER
MCGRAW-HILL EDUCATION - EUROPE
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
960 pages
PUBLICATION DATE
01 MAR 2016

DESCRIPTION

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.

CONTENTS

Table of Contents Part 1: Fundamentals of Marketing 1. Marketing in the Modern Organization 2. The Marketing Environment 3. Consumer Behaviour 4. Organizational Buying Behaviour 5. Marketing Ethics and Corporate Social Responsibility 6. Marketing Research and Information Systems 7. Market Segmentation and Positioning Part 2: Creating Customer Value 8. Value Through Brands 9. Value Through Services 10.Value Through Relationships 11.Value Through Innovation 12. Value Through Pricing Part 3: Communicating and Delivering Customer Value 13. Integrated Marketing Communications 14. Mass Marketing Communications 15. Direct Marketing Communications 16. Digital Marketing and Social Media 17. Distribution Part 4: Marketing Planning for Strategic Advantage 18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making 19. Analysing Competitors and Creating a Competitive Advantage 20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies 21. Global Marketing Strategy 22. Managing Marketing Implementation, Organization and Control