Principles and Practice of Marketing
"Principles and Practice of Marketing, 4th Edition" is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level. The fourth edition leads the field of marketing textbooks with new coverage on emerging topics led by contemporary practice and informed by recent research. This thorough revision also offers lecturers and students a range of exciting new cases, vignettes and adverts, a variety of new Internet exercises, ethical dilemmas and chapter reviews, and a complete package of extra resources online.show more
- Paperback | 976 pages
- 192 x 262 x 36mm | 1,778.1g
- 01 Nov 2003
- McGraw-Hill Education - Europe
- McGraw-Hill Publishing Co.
- London, United Kingdom
- 4th Revised edition
- col. Illustrations, col. map, col. port.
Table of contents
Part 1 Fundamentals of Modern Marketing ThoughtChapter 1 Marketing in the Modern FirmChapter 2 Marketing Planning: An Overview of MarketingChapter 3 Understanding Consumer BehaviourChapter 4 Understanding Organisational Buyer BehaviourChapter 5 The Marketing EnvironmentChapter 6 Marketing Research and Information SystemsChapter 7 Market Segmentation and PositioningPart 2 Marketing Mix DecisionsChapter 8 Managing Products: Brand and Corporate Identity ManagementChapter 9 Managing Products: Product Life Cycle, Portfolio Planning and Product Growth StrategiesChapter 10 Developing New ProductsChapter 11 Pricing StrategyChapter 12 AdvertisingChapter 13 Personal Selling and Sales ManagementChapter 14 Direct MarketingChapter 15 Internet MarketingChapter 16 Other Promotional Mix MethodsChapter 17 DistributionPart 3 Competition and MarketingChapter 18 Analysing Competitors and Creating a Competitive AdvantageChapter 19 Competitive Marketing StrategyPart 4 Marketing Implementation and ApplicationChapter 20 Managing Marketing Implementation, Organisation and ControlChapter 21 Marketing ServicesChapter 22 International Marketingshow more
David Jobber is Professor of Marketing at the University of Bradford Business School.show more
"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 20031013 "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 20031013show more