Principles and Practice of Marketing

Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobbers 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. Youll 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.

(McGraw-Hill)

Bli först med att recensera och betygsätt boken Principles and Practice of Marketing - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third.

(McGraw-Hill)

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

(McGraw-Hill)