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Principles and Practice of Marketing By David Jobber

Principles and Practice of Marketing
by David Jobber

In Stock
$20.99
+10% GST
Contains introductory marketing modules at undergraduate or MBA level. This book covers topics led by contemporary practice and informed by research. It offers lecturers and students a range of cases, vignettes and adverts, a variety of Internet exercises, ethical dilemmas and chapter reviews, and a package of extra resources online.
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Principles and Practice of Marketing Summary


Principles and Practice of Marketing by David Jobber

Principles and Practice of Marketing 4th edition is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.The fourth edition leads the field of marketing textbooks with new coverage on emerging topics led by contemporary practice and informed by recent research. This thorough revision also offers lecturers and students a range of exciting new cases, vignettes and adverts, a variety of new Internet Exercises, Ethical Dilemas and Chapter Reviews and a complete package of extra resources online.

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Principles and Practice of Marketing Reviews


"A superbly comprehensive and up-to-date marketing text, presented in a very accessible format. Principles and Practice of Marketing brings marketing theory to life through its use of practical business examples. An essential text for marketing scholars everywhere." Fiona Ellis-Chadwick, Lecturer in Retailing and Marketing, Loughborough University Individual quotes 20031013 "Principles and Practice of Marketing, 4th edition feeds a critical perspective to classic and up-to-date marketing themes. Just what is needed for a young academic student." Dr Piet Pauwels, Department of Marketing, Maastricht University Individual quotes 20031013

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 1 Fundamentals of Modern Marketing Thought

Chapter 1 Marketing in the Modern Firm

Chapter 2 Marketing Planning: An Overview of Marketing

Chapter 3 Understanding Consumer Behaviour

Chapter 4 Understanding Organisational Buyer Behaviour

Chapter 5 The Marketing Environment

Chapter 6 Marketing Research and Information Systems

Chapter 7 Market Segmentation and Positioning

Part 2 Marketing Mix Decisions

Chapter 8 Managing Products: Brand and Corporate Identity Management

Chapter 9 Managing Products: Product Life Cycle, Portfolio Planning and Product Growth Strategies

Chapter 10 Developing New Products

Chapter 11 Pricing Strategy

Chapter 12 Advertising

Chapter 13 Personal Selling and Sales Management

Chapter 14 Direct Marketing

Chapter 15 Internet Marketing

Chapter 16 Other Promotional Mix Methods

Chapter 17 Distribution

Part 3 Competition and Marketing

Chapter 18 Analysing Competitors and Creating a Competitive Advantage

Chapter 19 Competitive Marketing Strategy

Part 4 Marketing Implementation and Application

Chapter 20 Managing Marketing Implementation, Organisation and Control

Chapter 21 Marketing Services

Chapter 22 International Marketing

Additional information

GOR001614071
Principles and Practice of Marketing by David Jobber
David Jobber
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2003-11-01
976
007710708X
9780077107086
N/A
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.