Principles and Practice of Marketing

The landmark tenth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice. >>Find out:- The role of AI in Fashion Retailing to enhance the customer experience.- How Dr. Martens have been engaging consumers for more than half a century.- McDonald's plan for environmental change.- How the use of big data is helping Netflix succeed against hot competition. - Chipotle, spills the beans on using local and organic produce to differentiate the brand by producing food with integrity>>Key Features: - A brand-new chapter on Sustainable Marketing and Society, and a focus on sustainability throughout the text.- Brand new Hidden Gem boxes that showcase firms that do marketing differently.- New and updated Marketing in Action boxes and Mini Cases, focusing on hot topics such as digital marketing, ethics diversity and inclusion and sustainability.- New and updated end-of-chapter cases provide insights across a range of businesses including high street stores, supermarkets and fast-food outlets (Boots, McDonald's, Domino's, Chipotle), brands such as (HubSpot, Dr. Martens, Unilever) and high-tech operations (Apple, Tesla, Netflix).- Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.>>>>David Jobber is Emeritus Professor of Marketing at the University of Bradford and an internationally recognized marketing academic. >>Fiona Ellis-Chadwick is Senior Lecturer in Marketing and Retailing at the University of Loughborough, Director of the Institute for Research & Consultancy Application and an active member of the Town Centres Research Interest Group.