Principles and Practice of Marketing
£9.50£54.10 (-82%)
The fully updated eighth edition of Principles and Practice of Marketingcontinues 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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Additional information
| Publisher | 8th edition (16 Mar. 2016), Europe, McGraw-Hill Education, Middle East & Africa |
|---|---|
| Language | English |
| Paperback | 960 pages |
| ISBN-10 | 0077174143 |
| ISBN-13 | 978-0077174149 |
| Dimensions | 19.5 x 3.3 x 26.1 cm |
by Omotee007
Great book but arrived ripped with the cover. No fault of Amazon but the cover is incredibly flimsy and I would suggest buying a protector.
by Li
Same as pictures
by Tereza
I went through quite a few textbook during my MBA studies and this one was definitely one of the best ones! It is full of sketches, diagrams, practical examples, frameworks, methodologies …. Very interactive! My book is now full of post-its and notes … And it is up to date! Which is, in case of marketing, extremely important.
by SJB
The product itself is good, but it unfortunately arrived damaged.
by Elliot Wilding-Glendye
Exactly as described- like new
by Hannah Murray
Bought after a tutor recommended for my CIM course. Although it isn’t the latest edition, the majority still applies, just with slightly outdated examples. Does the trick. Happy.
by Cupcake
Brilliant textbook with a vast amount of content, relevant examples, and case studies. I was a bit daunted at first with how dense the text was but after covering the material in class, I found it really helpful to read about it further in the textbook. This is a book I will be dipping back in and out of throughout my marketing course and beyond.
by Omotee007
The book is a great book delivered on time but the downside of this transaction is the binding.
The book had the 1st page up to Xix already broken prior to delivery.
As much as I love this book, I was too ashamed to show it off in class due to fear of painting Amazon/this company black in the sight of my colleagues.