Principles and Practice of Marketing

by David Jobber

This textbook combines coverage of the theory of marketing with an emphasis on its practical implementation within European business. The book includes 25 case studies which have been sourced from academics in the UK, Ireland, Sweden, Denmark and the Netherlands. The text contains numerous learning aids including chapter objectives, chapter summaries, study questions and references. There is a case study at the end of each chapter with an extended case at the end of each module.

Genres: Business, Entrepreneurship, Nonfiction, Textbooks

704 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.