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Bibliographic Details

Title: Principles and Practice of Marketing (UK Higher Education Business Marketing)
Publisher: McGraw-Hill Education / Europe, Middle East & Africa 01/03/2016
Publication Date: 2016
Language: English
ISBN 10: 0077174143
ISBN 13: 9780077174149
Binding: Soft cover
Condition: Very Good

About this title

Synopsis

The fully updated eighth edition of Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. With a renewed focus that 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.

Find out:

� How the bandwagon effect has contributed to the success of online group buying

� How IKEA delivers sustainable cotton and timber products to millions of customers

� How social marketing is combatting an obesity crisis

� How the relaunch of Netto became a case of fighter branding

� How crowdsourcing is evolving advertising

� How Abercrombie & Fitch’s store environment could be heading it into the dark

Key Features:

� A brand new chapter on Relationship Marketing

� Newly updated structure to focus on the importance of Customer Value

� Fully updated to cover the latest technologies and digital developments

� New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon

� 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).

� Fully updated and streamlined pedagogy including refocused recommended readings at the end of each chapter, allowing you to expand your knowledge

� New AdInsight boxes including active QR codes to keep you up-to-date with the latest marketing campaigns and examples

About the Author

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.

"About this title" may belong to another edition of this title.

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