Principles and Practice of Marketing

by 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.

Genres: Business, Entrepreneurship, Nonfiction, Textbooks

960 pages, Paperback

First published March 3, 1995

Reviews

[Sarah - Sarah's Vignettes]

Brilliant textbook with a vast amount of content, relevant examples, and case studies. I was a bit daunted at first with how dense the text was but after covering the material in class, I found it really helpful to read about it further in the textbook. This is a book I will be dipping back in and out of throughout my marketing course and beyond.

[Shige]

Kotler is the best know author of books of Marketing but, I think, his books’ cases are based on American companies, aren’t they. This book has a lot of European cases. I like the diversity.

[Ks Pillai]

The Collectors Item, every manager should have a copy of this

[Sophia]

Nice book

[Asilel]

The best ever Marketing related book. Explains A-Z everything.

[Que Anh]

it is a good book i recommnended

[Mina]

It's not like I have anything to compare it too, so far, but it's the only textbook that's managed to draw me in, ever... and it's American, too!

[Hamad Abdulsamad]

I used this book in 4 different acadamic years! it is a valuable asset for any business management student. The book is simple, organized, well presented and contain many examples.