Principles and practice of marketing

by David Jobber | 16 March 2016
Category: Management
The fully updated eighth edition of Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life. Find out: · How the bandwagon effect has contributed to the success of online group buying · How IKEA delivers sustainable cotton and timber products to millions of customers · How social marketing is combatting an obesity crisis · How the relaunch of Netto became a case of fighter branding · How crowdsourcing is evolving advertising · How Abercrombie & Fitch's store environment could be heading it into the dark Key Features: · A brand new chapter on Relationship Marketing · Newly updated structure to focus on the importance of Customer Value · Fully updated to cover the latest technologies and digital developments · New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon · 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).
€79.79
239 Reward Points
In stock online
Delivery in 3 - 5 working days
Eligible for free delivery

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

The fully updated eighth edition of Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life. Find out: · How the bandwagon effect has contributed to the success of online group buying · How IKEA delivers sustainable cotton and timber products to millions of customers · How social marketing is combatting an obesity crisis · How the relaunch of Netto became a case of fighter branding · How crowdsourcing is evolving advertising · How Abercrombie & Fitch's store environment could be heading it into the dark Key Features: · A brand new chapter on Relationship Marketing · Newly updated structure to focus on the importance of Customer Value · Fully updated to cover the latest technologies and digital developments · New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon · 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).
Quantity:
In stock online
Delivery in 3 - 5 working days
Eligible for free delivery
239 Reward Points

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

€79.79
In stock online
Delivery in 3 - 5 working days
Eligible for free delivery
Quantity:
239 Reward Points

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

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