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Principles and Practice of Marketing (Paperback)

by David Jobber (Author)
4.6 out of 5 stars See all reviews (8 customer reviews)
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Product details

  • Paperback: 976 pages
  • Publisher: McGraw-Hill Higher Education; 5 edition (1 Dec 2006)
  • Language English
  • ISBN-10: 0077114159
  • ISBN-13: 978-0077114152
  • Product Dimensions: 25.9 x 19.6 x 4.6 cm
  • Average Customer Review: 4.6 out of 5 stars See all reviews (8 customer reviews)
  • Amazon.co.uk Sales Rank: 62,231 in Books (See Bestsellers in Books)

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    #91 in  Books > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity

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Product Description

Product Description
Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.

The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research.



From the Publisher
Key features

New chapter on Marketing Ethics and Corporate Social Responsibility

New and updated coverage of Digital Marketing, to incorporate mobile, wireless and email marketing

New rewritten chapter on the Marketing Environment, to reflect its ever-changing nature

Brand new European cases, based on vibrant companies and brands familiar to every student, such as Coca Cola, iTunes, Harry Potter, Sony and Ikea

New `Pause for Thought' boxes in every chapter, to encourage students to apply marketing principles to aspects of their daily lives

Updated Digital Marketing, Marketing in Action and Ethics and Corporate Social Responsibility vignettes, demonstrating marketing principles in practice across a variety of contexts

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11 of 11 people found the following review helpful:
5.0 out of 5 stars Simply Essential, 11 Jul 2002
By M. Hatson (Leicester) - See all my reviews
(REAL NAME)   
This review is from: Principles and Practice of Marketing, 3rd Ed. (Paperback)
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.

Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.

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18 of 19 people found the following review helpful:
4.0 out of 5 stars Marketing, A mature student perspective, 8 Jan 2003
This review is from: Principles and Practice of Marketing, 3rd Ed. (Paperback)
I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject.

I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience.

The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working.

The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material.

The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable.

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18 of 19 people found the following review helpful:
5.0 out of 5 stars Wide ranging and comprehensive with CD ROM and web site, 2 Sep 2001
By plan47@altavista.com (Shropshire England) - See all my reviews
This review is from: Principles and Practice of Marketing, 3rd Ed. (Paperback)
For students of marketing the Jobber 3rd edition is a valuable reference book containing plenty of case studies and study questions. The layout is clear and easy to follow, with a good selection of marketing models and graphs. All of the principal areas of marketing are covered. The section of services marketing is very useful, traditional marketing books have often under valued this area of marketing. The book comes with a CD ROM and a web site with excellent student and lecturer support. Each chapter has a set of on-line questions, which means revision can take place anywhere one can access a PC and the Internet. A very useful package.
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Most Recent Customer Reviews

5.0 out of 5 stars Excellent
I puchased this book from Amazon and was so pleased with the excellent service that i recieved.
Published 3 months ago by Ms. Roisin Devlin

3.0 out of 5 stars just an average book
It is easy to understand and contains good case examples. However, in my opinion it lacks depth (e.g. in terms of recent research done, alternative views on common theories etc. Read more
Published 5 months ago by J. C. Breitsohl

5.0 out of 5 stars Easy to read and very understandable
Before reading this book I had no knowledge whatsoever about marketing. This book has got me through my exams. Read more
Published on 5 Mar 2000

5.0 out of 5 stars One of ther most readable and up to date texts available.
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Read more
Published on 20 Sep 1999

5.0 out of 5 stars One of ther most readable and up to date texts available.
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Read more
Published on 20 Sep 1999

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