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Principles and Practice of Marketing David Jobber

Principles and Practice of Marketing By David Jobber

Principles and Practice of Marketing by David Jobber

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Summary

Sets the benchmark for achievement in introductory marketing courses. This book offers a contemporary perspective on marketing, with the latest digital developments and both ethical and economic accountability.

Principles and Practice of Marketing Summary

Principles and Practice of Marketing by David Jobber

Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber's clear writing style, engaging examples and comprehensive coverage of all the essential concepts combine to make this book a trusted and stimulating choice to support your course.

This sixth edition is fully updated to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasised throughout. You'll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising examples.

Find out:
  • what challenges BMW faced in bringing the Mini E car to market
  • how Nintendo regained supremacy in the videogame industry
  • what Apple is doing to outsmart smartphone competitors
  • why General Motors was vulnerable in the economic downturn
  • how Cadbury relaunched their discontinued Wispa brand


    • Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.

    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
    1: Marketing in the modern organization
    2: Marketing planning: an overview of marketing

    Part 2: Marketing Analysis
    3: The marketing environment
    4: Understanding consumer behaviour
    5: Understanding organizational buying behaviour
    6: Understanding marketing ethics and corporate social responsibility
    7: Marketing research and information systems
    8: Market segmentation and positioning

    Part 3: Marketing Mix Decisions
    Product
    9: Managing products: brand and corporate identity management
    10: Managing products: product life cycle, portfolio planning and product growth strategies
    11: Developing new products
    Price
    12: Pricing strategy
    Promotion
    13: Advertising
    14: Personal selling and sales management
    15: Direct marketing
    16: Other promotional mix methods
    Place
    17: Distribution
    Spanning the marketing mix
    18: Digital marketing

    Part 4: Competition and Marketing
    19: Analysing competitors and creating a competitive advantage
    20: Competitive marketing strategy

    Part 5: Marketing Implementation and Application
    21: Managing marketing implementation, organization and control
    22: Services marketing
    23: International marketing

    Additional information

    GOR002198505
    9780077123307
    0077123301
    Principles and Practice of Marketing by David Jobber
    David Jobber
    Used - Very Good
    Paperback
    McGraw-Hill Education - Europe
    20091216
    1096
    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

    Customer Reviews - Principles and Practice of Marketing