Principles and Practice of Marketing - Couverture souple

Jobber, David; Ellis-Chadwick, Fiona

Couverture souple

ISBN 10 : 0077174143 ISBN 13 : 9780077174149

Editeur : McGraw-Hill Inc.,US, 2016

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 4P's, this authoritative text provides students with a core understanding of the wider content and latest approaches taking place within marketing. A range of exciting new resources and international examples bring marketing to life. Key New Features Include: a brand new chapter on 'Relationship Marketing' Brand new 'Marketing in Action' and 'Mini Cases'; newly updated structure to focus on the importance of Customer Value; fully revised and updated pedagogy including: refocused recommended readings at the end of each chapter allowing you to expand your knowledge; and, new Ad insight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns and examples.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: McGraw-Hill Inc.,US
• Date d'édition: 2016
• Langue: anglais
• ISBN 10: 0077174143
• ISBN 13: 9780077174149
• Reliure: Broché
• Nombre de pages: 960
• Coordonnées du fabricant: non disponible
• Personne responsable: Buchpark GmbH; gpsr@buchpark.de; ; Krügerweg 1; Trebbin; Brandenburg; 14959; Allemagne