Principles and Practice of Marketing

Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. What covers the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life.

Principles and Practice of Marketing

Jobber, David, Ellis-Chadwick

Mc Graw Hill

2012

Abstract

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.

• PART 1 Fundamentals of Marketing

1 - Marketing and the Organization

2 - The Marketing Environment

3 - Consumer Behaviour

4 - Business-to-Business Marketing

5 - Marketing, Ethics and Society

6 - Marketing Analytics and Research

7 - Market Segmentation and Positioning

• PART 2 Creating Customer Value

8 - Value Through Brands

9 - Value Through Services

10 - Value Through Relationships

11 - Value Through Innovation

12 - Value Through Pricing

• PART 3 Communicating and Delivering Customer Value

13 - Integrated Marketing Communications

14 - Mass Marketing Communications

15 - Direct Marketing Communications

16 - Digital Marketing and Social Media

17 - Distribution and Channel Management

• PART 4 Marketing Planning and Strategy

18 - Marketing Planning: An Overview of Strategic Analysis and Decision making

19 - Analysing Competitors and Creating a Competitive Advantage

20 - Product Strategy: Lifecycle, Portfolio and Growth21 Global Marketing Strategy

22 - Managing Marketing Implementation, Organization and Control

Citation

Jobber, David, Ellis-Chadwick , Principles and Practice of Marketing, Mc Graw Hill,2012

Collection

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