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Overview

Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber’s 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 both ethical and economic accountability emphasised throughout. You’ll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising samples. 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 smart phone competitors
• why General Motors was vulnerable in the economic downturn
• how Cadbury’s 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.

Key Features

• Brand new coverage of marketing metrics explains how managers evaluate marketing investments.
• A fully revised digital marketing chapter plus new vignettes throughout.
• 46 diverse cases: insights from iPods to jumbo jets, fashion retail to sport promotion, and tourism to supermarkets.
• Packed with up-to-date examples and vignettes demonstrating real-life applications of concepts.

About the Author

David Jobber is Professor of Marketing at the University of Bradford, School of Management. In 2008 he received the Academy of Marketing’s Life Achievement award for distinguished and extraordinary services to marketing.