Principles and Practice of Marketing

Principles and Practice of Marketing is an essential resource for anyone beginning their journey into the world of marketing. David Jobber’s clear and engaging approach brings to life the core concepts of modern marketing through concise explanations and real-world examples. Fully updated to reflect the latest digital developments and an increased emphasis on ethical accountability, this edition provides a fresh, contemporary perspective on marketing challenges and opportunities. The book is enriched with numerous practical examples drawn from well-known companies. Discover how BMW navigated the challenges of launching the Mini E car, how Nintendo reclaimed its leading position in the videogame industry, and how Apple has continued to outmaneuver its smartphone competitors. Additional case studies, such as General Motors’ vulnerabilities during economic downturns and Cadbury’s revival of the Wispa brand, further illuminate the practical application of marketing principles. Complemented by interactive online resources that integrate seamlessly with each chapter, Principles and Practice of Marketing stands as an ultimate guide for course support and self-directed learning.