Principles and Practice of Marketing [Paperback]

David Jobber (Author)

Book Description

Publication Date: November 1, 2003

"Principles and Practice of Marketing, 4th Edition" is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level. The fourth edition leads the field of marketing textbooks with new coverage on emerging topics led by contemporary practice and informed by recent research. This thorough revision also offers lecturers and students a range of exciting new cases, vignettes and adverts, a variety of new Internet exercises, ethical dilemmas and chapter reviews, and a complete package of extra resources online.

Editorial Reviews

Review

“A superbly comprehensive and up-to-date marketing text, presented in a very accessible format. Principles and Practice of Marketing brings marketing theory to life through its use of practical business examples. An essential text for marketing scholars everywhere.” Fiona Ellis-Chadwick, Lecturer in Retailing and Marketing, Loughborough University (Individual quotes )

“Principles and Practice of Marketing, 4th edition feeds a critical perspective to classic and up-to-date marketing themes. Just what is needed for a young academic student." Dr Piet Pauwels, Department of Marketing, Maastricht University (Individual quotes )

About the Author

David Jobber is Professor of Marketing at the University of Bradford Business School.

Product Details

• Paperback: 942 pages
• Publisher: Mcgraw Hill Higher Education; 4th edition (November 1, 2003)
• Language: English
• ISBN-10: 007710708X
• ISBN-13: 978-0077107086
• Product Dimensions: 10.3 x 7.6 x 1.4 inches
• Shipping Weight: 3.9 pounds
• Amazon Best Sellers Rank: #3,052,850 in Books (See Top 100 in Books)

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