Principles and Practice of Marketing

McGraw-Hill UK

Principles and Practice of Marketing

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Författare: David Jobber; Fiona EllisChadwick
E-bok ISBN: 9781526847249
ISBN: 9781526847232
Språk: English
Upplaga: 9
Utgivningsår: 2019


The ninth edition of McGrawHill’s leading textbook, Principles and Practice of Marketing, provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context of marketing operations within companies, illustrated with innovative examples of marketing in practice. It has been updated with the latest developments, such as trends towards social and ethical marketing and cuttingedge technological change.