Principles and Practice of Marketing by Jobber/Ellis-Chadwick Paperback – 1 Dec 2012
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About the Author
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 Marketing's Life Achievement award for distinguished and extraordinary services to marketing.
Fiona-Ellis Chadwick is a Senior Lecturer at the Open University Business School, where she leads the Retail Management and Marketing programme. As part of this role, Fiona is a very active researcher and innovative educator and frequently leads the development of innovative multi-media teaching materials, bringing together research and business.
Top customer reviews
All the basics are here and described well but overall the Kotler text book does a better job in her opinion.
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.
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.
Benefits of the 7th:
Mentions "small paragraphs" in regards to digital Marketing.
Most Up to Date book published.
Some Chapters of the book never seems to finish! you get bored of reading so much "literally" plus there is repetition of things you have read in other chapters.
"Smaller font" then 6th edition so harder to read, takes time getting used to.
Less diagrams and only 2 main color used through out the book "purple and green"
Paper feels very thin and cheap and your finger prints remains on the paper which in annoying.
Overall, The book is OK but could have been much better for example shorter "to the point" chapters.
I therefore recommend the Kotler + Keller 'Marketing Management' book as a superior alternative, or any similar books by the same authors who generally are big names in the marketing field.
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