000			06193cam a2200337 i 4500
005			20230528021246.0
008			200728s2020 enka|||| |||| 001 0 eng d
020			_a9781526847232 _qpaperback
020			_a152684723X _qpaperback
040			_aEG-CaTKH _beng _cEG-CaTKH _erda
050	0	0	_aHF5415 _b.J5 2020
082			_a658.8 JO.P 2020 _223
100	1		_aJobber, David, _d1947- _eauthor.
100			_1Jobber, David,|d1947-
245	1	0	_aPrinciples and practice of marketing / _cDavid Jobber, Fiona Ellis-Chadwick.
250			_aNinth edition.
264		1	_aLondon : _bMcGraw-Hill, _c2020.
300			_axxx, 831 pages : _bcolor illustrations ; _c27 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aIntro -- Half Title -- Title Page -- Copyright Page -- Dedication -- Brief Contents -- Contents -- Vignettes -- Case guide -- Preface -- Guided Tour -- Technology to Enhance Learning and Teaching -- About the Authors -- Acknowledgements -- PART 1 Fundamentals of Marketing -- 1 Marketing and the Organization -- Introduction to Principles and Practice of Marketing -- What is Marketing? -- Adopting a Market Orientation in a Changing World -- Understanding Market-driven Businesses -- Efficiency Versus Effectiveness -- Creating Customer Value, Satisfaction and Loyalty -- Marketing Planning -- Does Marketing have all the Answers? -- Review -- Key Terms -- Study Questions -- Recommended Reading -- References -- CASE 1 Coca-Cola and Pepsi -- CASE 2 Fast Fashion at H & M -- 2 The Marketing Environment -- Technological Forces and the Digital Revolution -- Economic Forces -- Political and Legal Forces -- Legal and Regulatory Responses to Ethical Issues in Marketing -- The Physical Environmental Forces -- Culture and Society -- Societal Responses to Ethical Issues in Marketing -- The Microenvironment -- Monitoring and Responding in the Marketing Environment -- Responses to Environmental Change -- Review -- Key Terms -- Study Questions -- Recommended Reading -- References -- CASE 3 Marketing a 'Place' in a Rapidly Changing Environment -- CASE 4 Reaching 'Sinks, Dinks and Millennials' Worldwide -- 3 Consumer Behaviour -- The Changing Context of Consumer Behaviour -- The Dimensions of Consumer Behaviour -- Influences on Consumer Behaviour -- Review -- Key Terms -- Study Questions -- Recommended Reading -- References -- CASE 5 Cappuccino Wars -- CASE 6 The Rise of Influencer Marketing: is it Worth it for Brands? -- 4 Business-to-Business Marketing -- Importance of Business-to-Business (B2B) Markets -- What is Business-to Business Marketing? -- People and Process in Purchasing -- Influences on Buying Decisions -- Segmenting B2B Markets -- Review -- Key Terms -- Study Questions -- Recommended Reading -- References -- CASE 7 Naked Wines-A Community of Wine Makers and Drinkers -- CASE 8 AstraZeneca: Sweden and the UK Join Forces to Serve New Markets in the Pharmaceutical Industry -- 5 Marketing, Ethics and Society -- Dimensions of Sustainable Marketing -- Marketing and Ethics -- Marketing Approaches and Society -- Societal Marketing -- Review -- Key Terms -- Study Questions -- Recommended Reading -- References -- CASE 9 Channel 4 and Maltesers Championing Diversity -- CASE 10 Social Responsibility or Good Business? Coop Danmark's Anti Food Wastage Initiatives -- 6 Marketing Analytics and Research -- Marketing Analytics: Goals, Performance and Measurement -- Marketing and Research -- The Market Research Process -- Ethical Issues in Marketing Analytics -- Review -- Key Terms -- Study Questions -- Recommended Reading -- References -- CASE 11 Accelerating Marketing Research -- CASE 12 TomTom: Still Helping Us Find Our Way Around the Planet.
520			_aThis textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing and adverts to demonstrate marketing principles in practice. $b The ninth edition of McGraw-Hill'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 cutting-edge technological change. Find Out:The crucial role that retail plays in promoting the economic and social health of towns and cities. How Maltesers won the Channel 4 TV competition championing diversity and disability. How companies are using social media influencers to promote their brands. How data analytics and artificial intelligence are refocusing Harley Davidson's marketing strategy. How Manchester City FC is innovating in high-tech marketing and co-creation. Key features:A brand-new chapter on Digital Marketing, and a focus on technology throughout the text. A structure that focuses on the importance of Customer Value. Fully updated to reflect the latest technologies and digital developments. New and updated Marketing in Action boxes and Mini Cases, focusing on European and Global companies including Amazon, Pandora, Zara and IKEA44 new and updated end-of-chapter cases provide insights across a range of businesses including high street fashion stores and supermarkets (Burberry, Nordstrom, Coop Danmark, H & M), Airlines and services (EasyJet, Starbucks) and high-tech operations (Apple, eSports, Toyota), as well as important developments, such as place marketing and social media influencers. Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.
650		0	_aMarketing.
650		0	_aMarketing _zEurope _vCase studies.
700	1		_aEllis-Chadwick, Fiona, _eauthor.
942			_2ddc _cBK
998			_ahuda.mahmoud _bM _d20220518
998			_amona.romia _bR _d20220518
999			_c147 _d147