Description

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.
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 Marketing’s Life Achievement award for distinguished and extraordinary services to marketing.
Books Author: David Jobber and Fiona Ellis-Chadwick
Number Of Pages: 960
Language: English
Publisher: McGraw-Hill Education / Europe, Middle East & Africa
Books Category: Business & Money
Book Format: Paperback
Books_ISBN: 77174143
Other Feature 1: Edition: 8
Publication Date: March 16, 2016