Principles and Practice of Marketing – Ebook PDF Instant Delivery – ISBN(s): 9780077174149,0077174143
Product details:
- ISBN-10 : 0077174143
- ISBN-13 : 978-0077174149
- Author: David Jobber
The fully updated eighth edition of ‘Principles and Practice of Marketing’ continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4P’s, this authoritative text provides students with a core understanding of the wider content and latest approaches taking place within marketing. A range of exciting new resources and international examples bring marketing to life. Key New Features Include: a brand new chapter on ‘Relationship Marketing’ Brand new ‘Marketing in Action’ and ‘Mini Cases’; newly updated structure to focus on the importance of Customer Value; fully revised and updated pedagogy including: refocused recommended readings at the end of each chapter allowing you to expand your knowledge; and, new Ad insight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns and examples.
Table of contents:
PART 1 – Concepts and Contexts
Chapter 1 – Marketing: Managing the Exchange Process
Chapter 2 – The Marketing Environment
PART 2 – Markets and People
Chapter 3 – Consumer Behaviour
Chapter 4 – Business-to-Business Marketing
Chapter 5 – Marketing Research and Information Systems
Chapter 6 – Segmentation, Targeting and Positioning
Chapter 7 – Integrated Marketing Communications
Chapter 8 – International Marketing
PART 3 – Strategy and Stakeholders
Chapter 9 – Marketing Strategy, Planning and Creating Competitive Advantage
Chapter 10 – Marketing Ethics and Corporate Social Responsibility
Chapter 11 – Building Customer Relationships
Chapter 12 – Product Portfolio and Strategic Branding
PART 4 – Marketing in Practice
Chapter 13 – New Product Innovation and Development
Chapter 14 – Pricing and Strategic Decision Making
Chapter 15 – Advertising across Different Media
Chapter 16 – Public Relations and Sponsorship
Chapter 17 – Promotion and Sales
PART 5 – Marketing in Motion
Chapter 18 – Digital Marketing and Social Media
Chapter 19 – Managing Distribution and Supply Chains
Chapter 20 – Retail and Wholesale Marketing
Chapter 21 – Services Marketing
People also search:
what are the principles of marketing
principles and practice of marketing notes
what are the 5 principles of marketing
principles and practice of marketing by jim blythe
principles and practice of marketing by david jobber
basic principles of marketing