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Reseña del editor:
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.
Biografía del autor:
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:
Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.
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 Marketings Life Achievement award for distinguished and extraordinary services to marketing.
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- EditorialMcGraw-Hill Education / Europe, Middle East & Africa
- Año de publicación2009
- ISBN 10 0077123301
- ISBN 13 9780077123307
- EncuadernaciónTapa blanda
- Número de edición6
- Número de páginas1096
- Valoración
EUR 0,93
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