Principles and practice of marketing
Principles and practice of marketing
/ David Jobber and Fiona Ellis-Chadwick
- Ninth edition
- London ; New York : McGraw-Hill Education, 2020
- 831 pages : illustrations (some color) ; 27 cm.
Includes bibliographical references and index.
The ninth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing, provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context of marketing operations within companies, illustrated with innovative examples of marketing in practice. It has been updated with the latest developments, such as trends towards social and ethical marketing and cutting-edge technological change.
9781526847232
Marketing
Customer value
Marketing--Planning
Product differentiation
Includes bibliographical references and index.
The ninth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing, provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context of marketing operations within companies, illustrated with innovative examples of marketing in practice. It has been updated with the latest developments, such as trends towards social and ethical marketing and cutting-edge technological change.
9781526847232
Marketing
Customer value
Marketing--Planning
Product differentiation
