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Principles and Practice of Marketing

David Jobber

Abstract

This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwick to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources.

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Key concepts: Marketing management, Marketing, Marketing research, Return on marketing investment, Marketing strategy, Marketing mix, Digital marketing, Business