Principles and Practice of Marketing

The ninth edition of McGraw-Hill Education’s acclaimed textbook, Principles and Practice of Marketing, offers a modern and comprehensive introduction to the fundamentals of marketing. Authored by David Jobber, this edition emphasizes the concept of customer value alongside the classic 4Ps, providing readers with a clear view of how marketing strategies operate within contemporary organizations. Updated to reflect current trends, this edition explores the rise of social and ethical marketing and the impact of rapid technological change. A new chapter dedicated to Digital Marketing and an enhanced focus on technology throughout the text ensure that students and professionals are well-equipped to tackle today’s challenges. Featuring numerous Marketing in Action boxes and mini-cases, the book presents insights drawn from diverse examples, ranging from the role of retail in strengthening communities to the innovative use of social media influencers and data analytics in reshaping marketing strategies. This streamlined and engaging edition is designed to foster a deeper understanding of both theory and practice in the ever-evolving marketing landscape.