Principles and practice of marketing

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Title:

Principles and practice of marketing

Author:

Jobber, David, 1947-

ISBN:

9780077107086

Personal Author:

Jobber, David, 1947-

Edition:

4th ed.

Publication Information:

New York ; London : McGraw-Hill Higher Education, 2003.

Physical Description:

xxxiv, 942 pages : color illustrations, color map, color portrait ; 26 cm

General Note:

Previous edition: London: McGraw-Hill, 2001.

Abstract:

Featuring more case studies, a special chapter on direct marketing and a more colourful design, this new edition of 'Principles and Practice of Marketing' will build on the success of the earlier editions.

Subject Term:

Marketing.

Marketing -- Europe -- Case studies.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
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Summary

Contains introductory marketing modules at undergraduate or MBA level. This book covers topics led by contemporary practice and informed by research. It offers lecturers and students a range of cases, vignettes and adverts, a variety of Internet exercises, ethical dilemmas and chapter reviews, and a package of extra resources online.