Principles and Practice of Marketing by Jobber/Ellis-Chadwick - Brossura

Jobber, David; Ellis-Chadwick, Fiona

Brossura

ISBN 10: 0077140001 ISBN 13: 9780077140007

Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 2012

Riassunto

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 industry
• Why the Brazilian government have to respond to macroenvironmental forces to help save the Amazon rainforest
• How Ugg have managed to retain customer loyalty to the brand and sustain sales over the past decade
• Why Apple still remains on top in the Smartphone market
• How 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 sectors
• Brand new Read the Research boxes that encourage students to read around key topics
• Brand new Mini Cases that will help students critically analyse the principles discussed ineach chapter
• A fully revised Digital Marketing and Social Media chapter plus vignettes throughout the book
• Restructured coverage of Marketing Communications in response to lecturer feedback
• 44 cases with insights from well-known companies such as Cadburys’, Sony, Mercedes and ASOS
• Brand new Marketing Showcase videos from companies including innocent and BMW

Su questo libro

L'autore:

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.

Contenuti:

Part One: Fundamentals of Modern Marketing Thought
Chapter 1- Marketing and the Modern Organisation

Chapter 2- Marketing planning- an overview of marketing

Part Two: Marketing Analysis
Chapter 3- Marketing Environment

Chapter 4- Understanding Consumer Behaviour

Chapter 5- Understanding Organizational Buyer Behaviour

Chapter 6- Understanding marketing ethics and corporate social responsibility

Chapter 7- Marketing Research and Information Systems

Chapter 8- Market segmentation and positioning

Part 3- Marketing Mix Decisions

PRODUCT
Chapter 9- Branding

Chapter 10- Services Marketing

Chapter 11- Product life cycle, portfolio planning and product growth strategies

Chapter 12- Developing new products

PRICE
Chapter 13- Pricing

PROMOTION
Chapter 14- Integrated Marketing Communications

Chapter 15- Mass Marketing Communications

Chapter 16- Direct Marketing Communications

PLACE
Chapter 17- Distribution

SPANNING THE MARKETING MIX
Chapter 18- Digital Marketing and Social Media

Part 4- Competition and Global Markets
Chapter 19- Analysing competitors and creating competitive advantage

Chapter 20- Competitive marketing strategy

Chapter 21- Global Marketing Strategy

Part 5- Marketing Application
Chapter 22: Managing Marketing implementation, organization and control

Su questa edizione

• Editore: McGraw-Hill Education / Europe, Middle East & Africa
• Data di pubblicazione: 2012
• ISBN 10: 0077140001
• ISBN 13: 9780077140007
• Rilegatura: Copertina flessibile
• Numero di pagine: 1016