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Principles and Practice of Marketing by Jobber/Ellis-Chadwick By David Jobber

Principles and Practice of Marketing by Jobber/Ellis-Chadwick by David Jobber

Condition - Very Good
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Textbook intended to support introductory level Marketing courses.

Principles and Practice of Marketing by Jobber/Ellis-Chadwick Summary

Principles and Practice of Marketing by Jobber/Ellis-Chadwick by David Jobber

Principles and Practice of Marketing is back for a seventh edition and continues to set the benchmark forachievement in introductory marketing courses across Europe.

This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwickto offer a contemporary perspective on marketing, with the latest digital developments and ethical accountabilityemphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources.

You will discover:

  • Behind the scenes secrets of marketing in the entertainment industry
  • Why the Brazilian government have to respond to macroenvironmental forces to help save the Amazon rainforest
  • How Ugg have managed to retain customer loyalty to the brand and sustain sales over the past decade
  • Why Apple still remains on top in the Smartphone market
  • How Toyota successfully re-launched their brand in South Africa

Key Features:

  • Full of up-to-date examples demonstrating marketing practice in a wide range of industries, including the fashion, travel and retail sectors
  • Brand new Read the Research boxes that encourage students to read around key topics
  • Brand new Mini Cases that will help students critically analyse the principles discussed ineach chapter
  • A fully revised Digital Marketing and Social Media chapter plus vignettes throughout the book
  • Restructured coverage of Marketing Communications in response to lecturer feedback
  • 44 cases with insights from well-known companies such as Cadburys', Sony, Mercedes and ASOS
  • Brand new Marketing Showcase videos from companies including innocent and BMW

About David Jobber

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.

Table of Contents

Part One: Fundamentals of Modern Marketing Thought
Chapter 1- Marketing and the Modern Organisation
Chapter 2- Marketing planning- an overview of marketing

Part Two: Marketing Analysis
Chapter 3- Marketing Environment
Chapter 4- Understanding Consumer Behaviour
Chapter 5- Understanding Organizational Buyer Behaviour
Chapter 6- Understanding marketing ethics and corporate social responsibility
Chapter 7- Marketing Research and Information Systems
Chapter 8- Market segmentation and positioning

Part 3- Marketing Mix Decisions
Chapter 9- Branding
Chapter 10- Services Marketing
Chapter 11- Product life cycle, portfolio planning and product growth strategies
Chapter 12- Developing new products
Chapter 13- Pricing
Chapter 14- Integrated Marketing Communications
Chapter 15- Mass Marketing Communications
Chapter 16- Direct Marketing Communications
Chapter 17- Distribution
Chapter 18- Digital Marketing and Social Media

Part 4- Competition and Global Markets
Chapter 19- Analysing competitors and creating competitive advantage
Chapter 20- Competitive marketing strategy
Chapter 21- Global Marketing Strategy

Part 5- Marketing Application
Chapter 22: Managing Marketing implementation, organization and control

Additional information

Principles and Practice of Marketing by Jobber/Ellis-Chadwick by David Jobber
Used - Very Good
McGraw-Hill Education - Europe
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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