Principles & Practice Of Marketing  (English, Paperback, Jobber David)

Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber's clear writing style, engaging examples and comprehensive coverage of all the essential concepts combine to make this book a trusted and stimulating choice to support your course.

This sixth edition is fully updated to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasised throughout. You'll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising examples.

Find out:

• what challenges BMW faced in bringing the Mini E car to market
• how Nintendo regained supremacy in the videogame industry
• what Apple is doing to outsmart smartphone competitors
• why General Motors was vulnerable in the economic downturn
• how Cadbury relaunched their discontinued Wispa brand

Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.

Salient Features

• Brand new coverage of marketing metrics explains how to evaluate marketing investments.
• A fully revised digital marketing chapter plus new vignettes throughout.
• Corporate social responsibility and ethics considered throughout, plus a dedicated chapter Packed with up-to-date examples demonstrating marketing practice in well-known companies.
• 46 diverse cases: insights from iPods to jumbo jets, fashion retail to sport promotion, and tourism to supermarkets.