Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber’s clear writing style, engaging examples and comprehensive coverage of all the essential concepts combine to make this book a trusted and stimulating choice to support your course.

This sixth edition is fully updated to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasised throughout. You’ll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising examples.

Find out:

what challenges BMW faced in bringing the Mini E car to market

how Nintendo regained supremacy in the videogame industry

what Apple is doing to outsmart smartphone competitors

why General Motors was vulnerable in the economic downturn

how Cadbury relaunched their discontinued Wispa brand

Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.