David Jobber og Fiona Ellis-Chadwick Principles and Practice of Marketing

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The fully updated eighth edition of Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life. Find out: · How the bandwagon effect has contributed to the success of online group buying · How IKEA delivers sustainable cotton and timber products to millions of customers · How social marketing is combatting an obesity crisis · How the relaunch of Netto became a case of fighter branding · How crowdsourcing is evolving advertising · How Abercrombie & Fitch ’s store environment could be heading it into the dark Key Features: · A brand new chapter on Relationship Marketing · Newly updated structure to focus on the importance of Customer Value · Fully updated to cover the latest technologies and digital developments · New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify , Rovio , Decathlon , Zara and Amazon · 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets ( H&M , The Co-operative ) and Airlines and services ( EasyJet , Pret A Manger ), to digital companies ( ASOS , Google ) and the music and film industries ( Apple , Disney ). · Fully updated and streamlined pedagogy including refocused recommended readings at the end of each chapter, allowing you to expand your knowledge · New AdInsight boxes including active QR codes to keep you up-to-date with the latest marketing campaigns and examples...

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