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Home > Business and Economics Books > Business and Management > Management and management techniques > Sales and marketing management > Principles and Practice of Marketing
Principles and Practice of Marketing

Principles and Practice of Marketing


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About the Book

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.

Table of Contents:
Part 1: Fundamentals of Modern Marketing Thought 1: Marketing in the modern organization 2: Marketing planning: an overview of marketing Part 2: Marketing Analysis 3: The marketing environment 4: Understanding consumer behaviour 5: Understanding organizational buying behaviour 6: Understanding marketing ethics and corporate social responsibility 7: Marketing research and information systems 8: Market segmentation and positioning Part 3: Marketing Mix Decisions Product 9: Managing products: brand and corporate identity management 10: Managing products: product life cycle, portfolio planning and product growth strategies 11: Developing new products Price 12: Pricing strategy Promotion 13: Advertising 14: Personal selling and sales management 15: Direct marketing 16: Other promotional mix methods Place 17: Distribution Spanning the marketing mix 18: Digital marketing Part 4: Competition and Marketing 19: Analysing competitors and creating a competitive advantage 20: Competitive marketing strategy Part 5: Marketing Implementation and Application 21: Managing marketing implementation, organization and control 22: Services marketing 23: International marketing

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.


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Product Details
  • ISBN-13: 9780077123307
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw Hill Higher Education
  • Height: 265 mm
  • No of Pages: 1096
  • Spine Width: 37 mm
  • Width: 195 mm
  • ISBN-10: 0077123301
  • Publisher Date: 16 Dec 2009
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Weight: 2 gr


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