Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.
The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research.
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"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 20031013From the Publisher:
New chapter on Marketing Ethics and Corporate Social Responsibility
New and updated coverage of Digital Marketing, to incorporate mobile, wireless and email marketing
New rewritten chapter on the Marketing Environment, to reflect its ever-changing nature
Brand new European cases, based on vibrant companies and brands familiar to every student, such as Coca Cola, iTunes, Harry Potter, Sony and Ikea
New `Pause for Thought' boxes in every chapter, to encourage students to apply marketing principles to aspects of their daily lives
Updated Digital Marketing, Marketing in Action and Ethics and Corporate Social Responsibility vignettes, demonstrating marketing principles in practice across a variety of contexts
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Book Description McGraw Hill Higher Education, 2006. Paperback. Book Condition: New. book. Bookseller Inventory # 0077114159
Book Description McGraw Hill Higher Education. PAPERBACK. Book Condition: New. 0077114159 New Condition. Bookseller Inventory # NEW4.0035311