by David Jobber (Author)
This latest edition of Principles and Practice of Marketing builds on its established strengths of clear exposition of theory linked to marketing practice. Updated throughout, the text takes into account today's greater emphasis on direct marketing and relationship marketing. The structure of the previous edition is retained with four main parts covering Fundamentals of Modern Marketing Thought, Marketing Mix Decisions, Competition and Markets and Marketing Implementation and Applications
Format: Paperback
Pages: 680
Edition: 3
Publisher: McGraw-Hill Education / Europe, Middle East & Africa
Published: Mar 2001
ISBN 10: 0077096134
ISBN 13: 9780077096137