Jobber & Ellis-Chadwick – Principles and Practice of Marketing 10e
English | eBook | Size: 48.94 MB
David Jobber & Fiona Ellis-Chadwick – Principles and Practice of Marketing, 10th edition
The landmark tenth edition of McGraw-Hill’s leading textbook Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice.
Find out:
* The role of AI in Fashion Retailing to enhance the customer experience.
* How Dr. Martens have been engaging consumers for more than half a century.
* McDonald’s plan for environmental change.
* How the use of big data is helping Netflix succeed against hot competition.
* Chipotle spills the beans on using local and organic produce to differentiate the brand by producing food with integrity
Key Features:
* A brand-new chapter on Sustainable Marketing and Society, and a focus on sustainability throughout the text.
* Brand new Hidden Gem boxes that showcase firms that do marketing differently.
* New and updated Marketing in Action boxes and Mini Cases, focusing on hot topics such as digital marketing, ethics diversity and inclusion and sustainability.
* New and updated end-of-chapter cases provide insights across a range of businesses including high street stores, supermarkets and fast-food outlets (Boots, McDonald’s, Domino’s, Chipotle), brands such as (HubSpot, Dr. Martens, Unilever) and high-tech operations (Apple, Tesla, Netflix).
* Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.
David Jobber is Emeritus Professor of Marketing at the University of Bradford and an internationally recognized marketing academic. Fiona Ellis-Chadwick is Senior Lecturer in Marketing and Retailing at the University of Loughborough, Director of the Institute for Research & Consultancy Application and an active member of the Town Centres Research Interest Group.
Contents:
Vignettes
Case Guide
Preface
Guided Tour
About the Authors
Acknowledgments
Part 1: Fundamentals of Marketing
1 Marketing and the Organization
2 The Marketing Environment
3 Sustainable Marketing and Society
4 Customer Behaviour
5 Value Through Relationships
6 Digital Marketing Analytics and Customer Insights
7 Market Segmentation and Positioning
Part 2: Creating Customer Value
8 Value Through Brands
9 Value Through Pricing
10 Value Through Innovation
11 Value Through Service
Part 3: Communicating and Delivering Customer Value
12 Introduction to Marketing Communications
13 The Marketing Communications Mix: Mass Communications
14 Digital Marketing and Media
15 Direct Marketing, Social Media, and Direct Messaging
16 Place: Distribution, Channel Managememt, and Retailing
Part 4: Marketing Planning and Strategy
17 Marketing Strategy and Planning
18 Analysing Competitors and Creating a Competitive Advantage
19 Product Stragegy: Lifecycle, Portfolio, and Growth
20 Global Marketing Strategy
21 Managing Marketing Implementation
Glossary
Company Index
Subjects and Authors Index
Format: EPUB
Length: 908 pages
Published: 2023 by McGraw-Hill
ISBN: 1526849534
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