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.