Principles and Practices of Marketing

by David Jobber

This latest edition of Principles and Practice of Marketing builds on its established strengths of clear exposition of theory linked to marketing practice. Updated throughout, the text takes into account today's greater emphasis on direct marketing and relationship marketing. The structure of the previous edition is retained with four main parts covering Fundamentals of Modern Marketing Thought, Marketing Mix Decisions, Competition and Markets and Marketing Implementation and Applications. (March 2001)

Genres: Business, Entrepreneurship, Nonfiction, Textbooks

Paperback

First published March 3, 1995

Reviews

[Sarah - Sarah's Vignettes · Rating 5 out of 5]

Brilliant textbook with a vast amount of content, relevant examples, and case studies. I was a bit daunted at first with how dense the text was but after covering the material in class, I found it really helpful to read about it further in the textbook. This is a book I will be dipping back in and out of throughout my marketing course and beyond.

[Shige · Rating 4 out of 5]

Kotler is the best know author of books of Marketing but, I think, his books’ cases are based on American companies, aren’t they. This book has a lot of European cases. I like the diversity.

[Ks Pillai · Rating 5 out of 5]

The Collectors Item, every manager should have a copy of this

[Sophia · Rating 5 out of 5]

Nice book

[Asilel · Rating 5 out of 5]

The best ever Marketing related book. Explains A-Z everything.

[Que Anh · Rating 4 out of 5]

it is a good book i recommnended

[Mina · Rating 5 out of 5]

It's not like I have anything to compare it too, so far, but it's the only textbook that's managed to draw me in, ever... and it's American, too!

[Hamad Abdulsamad · Rating 5 out of 5]

I used this book in 4 different acadamic years! it is a valuable asset for any business management student. The book is simple, organized, well presented and contain many examples.