Principles and Practice of Marketing

Principles and Practice of Marketing is back for a seventh edition and continues to set the benchmark forachievement in introductory marketing courses across Europe. This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwickto offer a contemporary perspective on marketing, with the latest digital developments and ethical accountabilityemphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources. You will discover:Behind the scenes secrets of marketing in the entertainment industryWhy the Brazilian government have to respond to macroenvironmental forces to help save the Amazon rainforestHow Ugg have managed to retain customer loyalty to the brand and sustain sales over the past decadeWhy Apple still remains on top in the Smartphone marketHow Toyota successfully re-launched their brand in South Africa Key Features:Full of up-to-date examples demonstrating marketing practice in a wide range of industries, including the fashion, travel and retail sectorsBrand new Read the Research boxes that encourage students to read around key topicsBrand new Mini Cases that will help students critically analyse the principles discussed ineach chapterA fully revised Digital Marketing and Social Media chapter plus vignettes throughout the bookRestructured coverage of Marketing Communications in response to lecturer feedback44 cases with insights from well-known companies such as Cadburys', Sony, Mercedes and ASOSBrand new Marketing Showcase videos from companies including innocent and BMW von Jobber, David;Ellis-Chadwick, Fiona;