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Principles and Practice of Marketing [Paperback]

David Jobber
4.6 out of 5 stars  See all reviews (32 customer reviews)

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Book Description

1 Dec 2009 0077123301 978-0077123307 6
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 ethical 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 examples.

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 smartphone competitors
  • why General Motors was vulnerable in the economic downturn
  • how Cadbury 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.


    Product details

    • Paperback: 1096 pages
    • Publisher: McGraw-Hill Higher Education; 6 edition (1 Dec 2009)
    • Language: English
    • ISBN-10: 0077123301
    • ISBN-13: 978-0077123307
    • Product Dimensions: 19.5 x 26.3 cm
    • Average Customer Review: 4.6 out of 5 stars  See all reviews (32 customer reviews)
    • Amazon Bestsellers Rank: 19,044 in Books (See Top 100 in Books)
    • See Complete Table of Contents

    More About the Author

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    Product Description

    About the Author

    David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third.

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    Customer Reviews

    4.6 out of 5 stars
    4.6 out of 5 stars
    Most Helpful Customer Reviews
    10 of 10 people found the following review helpful
    5.0 out of 5 stars Essential reading 14 Oct 2010
    Format:Paperback
    An excellent book for the modern world of business. A very practical book that is superbly written and feels very comfortable to work through. Very up to date in its thinking and has its finger firmly on the pulse of todays competitive business arena. It stimulates the mind and I think that helps you to think of business situations from a different aspect.
    One of the best books on Marketing of all time I think, well recommended. And for a light hearted slant on persistent marketing, have a look at Simon Ashley Richmond's Write Again Vol 1 it certainly gave me some ideas in lateral thinking.
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    2 of 2 people found the following review helpful
    4.0 out of 5 stars Good 4 Jan 2011
    By Leah
    Format:Paperback
    This book is very good - I used it to revise for the Marketing Essentials element of the CIM course and it covered all the topics. It is written well and is easy to understand unlike some of the official CIM books. I am however, slightly concerned that it doesnt cover in enough detail other topics coming up in the course. But only time will tell. However, a very good book and easy to understand and will be a useful reference tool for the future.
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    4.0 out of 5 stars Good 12 May 2014
    By Olo0102
    Format:Paperback|Verified Purchase
    I needed to buy this book for my course at university. This book is quite in depth, written in straightforward language and provides lots of sources. I guess it's a good book to familiarise yourself with marketing.
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    3.0 out of 5 stars CIM Reading 31 Jan 2014
    By Mavis
    Format:Paperback|Verified Purchase
    I got this book for the CIM course, it had its uses. It is what it is, a book about marketing David Jobber seems to know his stuff.
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    5.0 out of 5 stars Pretty Good 17 Nov 2013
    By Karas
    Format:Paperback|Verified Purchase
    Like new, in good condition. Good quality, nothing else to add.
    Nothing else to add.
    Nothing else to add.
    Damn!
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    5.0 out of 5 stars Principles and Practice of Marketing 16 Nov 2013
    By William
    Format:Paperback|Verified Purchase
    A throughly informative book and one that is a joy to read. It introduces key concepts in an easy to follow manner.
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    5.0 out of 5 stars Very useful test cases 21 Aug 2013
    Format:Paperback|Verified Purchase
    Broad variety of subjects, very useful and up-to date test cases, A "must have" for people, like me, with little marketing background. Strongly suggested to post-graduate studies.
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    5.0 out of 5 stars Great for everything 18 Aug 2013
    Format:Paperback|Verified Purchase
    Lots of definitions, diagrams and details. Great for university use and note making. Contains quiz questions as well so it is great for revision
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