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Principles and Practice of Marketing - Softcover

Jobber, David

 
9780077123307: Principles and Practice of Marketing
Softcover
ISBN 10: 0077123301 ISBN 13: 9780077123307
Verlag: McGraw Hill Higher Education, 2009

Inhaltsangabe

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.

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    Über die Autorin bzw. den Autor

    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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    Verlag
    McGraw Hill Higher Education
    Erscheinungsdatum
    2009
    Sprache
    Englisch
    ISBN 10 
    0077123301
    ISBN 13 
    9780077123307
    Einband
    Taschenbuch
    Auflage
    6
    Anzahl der Seiten
    1096
    Kontakt zum Hersteller
    Nicht verfügbar
    Verantwortliche Person
    Heinrich Kopp GmbH
    0049 6188 40-0
    compliance@kopp.eu

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    Deutschland