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.

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>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

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>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.

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>David Jobber is Emeritus Professor of Marketing at the University of Bradford and an internationally recognized marketing academic.

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>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.

Part 1: FUNDAMENTALS OF MARKETING
Chapter 1 Marketing and the Organization
Chapter 2 The marketing environment
Chapter 3 Sustainable Marketing and Society
Chapter 4 Customer Behaviour
Chapter 5 Value Through Relationships
Chapter 6 Digital Marketing Analytics and Customer Insight
Chapter 7 Market Segmentation and Positioning


Part 2: CREATING CUSTOMER VALUE
Chapter 8 Value through Brands
Chapter 9 Value through Pricing
Chapter 10 Value through Innovation
Chapter 11 Value through Service


Part 3 Communicating and Delivering Customer Value
Chapter 12 Introduction to Marketing Communication
Chapter 13 The Marketing Communications Mix: Mass Communications
Chapter 14 Digital Marketing and Media
Chapter 15 Direct Marketing, Social Media and Direct Messaging
Chapter 16 Place: Distribution, Channel Management and Retailing


Part 4 Marketing Planning and Strategy
Chapter 17 Marketing Strategy and Planning
Chapter 18 Analysing Competitors and Creating a Competitive Advantage
Chapter 19 Product strategy: lifecycle, portfolio and growth.
Chapter 20 Global Marketing Strategy
Chapter 21 Managing Marketing Implementation

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