Principles and Practice of Marketing
6th Edition
Published on 16. December 2009
Book
Paperback/Softback
1096 pages
978-0-07-712330-7 (ISBN)
Description
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.
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.
More details
Edition
6th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 265 mm
Width: 195 mm
Thickness: 37 mm
Weight
2 gr
ISBN-13
978-0-07-712330-7 (9780077123307)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
David Jobber | Fiona Ellis-Chadwick
Principles and Practice of Marketing 10/e
Book
02/2023
10th Edition
McGraw-Hill Education (UK) Ltd
€69.00
Available immediately
Person
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 Marketings Life Achievement award for distinguished and extraordinary services to marketing.
Content
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
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