Principles and practice of marketing [printed text] / David Jobber, Author ; Fiona Ellis-Chadwick, Author  . -  10th . - London : McGraw-Hill Education, 2024 . - 907 p. : ill. col. ; 53 mm.
ISBN : 978-1-5268-4953-3 : €64.64

The landmark tenth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice.




Find out:
- The role of AI in Fashion Retailing to enhance the customer experience.
- How Dr. Martens have been engaging consumers for more than half a century.
- McDonald's plan for environmental change.
- How the use of big data is helping Netflix succeed against hot competition.
- Chipotle, spills the beans on using local and organic produce to differentiate the brand by producing food with integrity




Key Features:
- A brand-new chapter on Sustainable Marketing and Society, and a focus on sustainability throughout the text.
- Brand new Hidden Gem boxes that showcase firms that do marketing differently.
- New and updated Marketing in Action boxes and Mini Cases, focusing on hot topics such as digital marketing, ethics diversity and inclusion and sustainability.
- New and updated end-of-chapter cases provide insights across a range of businesses including high street stores, supermarkets and fast-food outlets (Boots, McDonald's, Domino's, Chipotle), brands such as (HubSpot, Dr. Martens, Unilever) and high-tech operations (Apple, Tesla, Netflix).
- Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.








David Jobber is Emeritus Professor of Marketing at the University of Bradford and an internationally recognized marketing academic.




Fiona Ellis-Chadwick is Senior Lecturer in Marketing and Retailing at the University of Loughborough, Director of the Institute for Research & Consultancy Application and an active member of the Town Centres Research Interest Group.

Class number:

658.8

Contents note:

Part 1: Fundamentals of marketing 1. Marketing and the organization, 2. The marketing environment, 3. Sustainable marketing and society, 4. Customer behaviour, 5. Value through relationships, 6. Digital marketing analytics and customers insights, 7. Market segmentation and positioning Part 2: Creating customer value 8. Value through brands, 9. Value through pricing, 10. Value through innovation, 11. Value through service Part 3: Communicating and delivering customer value 12. Introduction to marketing communications, 13. The marketing communications mix: mass communications, 14. Digital marketing and media, 15. Direct marketing, social media amd direct messaging, 16. Place: distribution, channel management and retailing Part 4: Marketing planning and strategy 17. Marketing strategy and planning, 18. Analysing competitors and creating s competitive advantage, 19. Product strategy: lifecycle, portfolio and growth, 20. Global marketing strategy, 21. Managing marketing implementation