Principles and Practice of Marketing

by David Jobber (Author)

• Used

  Paperback
  2003

  $3.32

  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.

• Used

  Paperback
  2001

  $3.32

  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