Principles and Practice of Marketing is back for a seventh edition and continues to set the benchmark forachievement in introductory marketing courses across Europe.This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwickto offer a contemporary perspective on marketing, with the latest digital developments and ethical accountabilityemphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources. You will discover:Behind the scenes secrets of marketing in the entertainment industryWhy the Brazilian government have to respond to macroenvironmental forces to help save the Amazon rainforestHow Ugg have managed to retain customer loyalty to the brand and sustain sales over the past decadeWhy Apple still remains...
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