Principles and Practice of Marketing 10/e

The landmark tenth edition of McGraw-Hills 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.

Format: Paperback / softback
Publication date: 21 February 2023
Publisher: McGraw-Hill

The landmark tenth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, provides a comprehensive and contemporary introduction to marketing, encompassing all the theoretical principles, frameworks, and concepts that form the backbone of marketing education. It delves into how these principles apply in modern business practice, offering valuable insights for students and professionals alike.

In this edition, the book has been extensively revised and updated to reflect the latest developments in the field. It includes a brand-new chapter on Sustainable Marketing and Society, emphasizing the importance of sustainability in marketing practices. Throughout the text, there is a strong focus on sustainability, with various examples and case studies highlighting how businesses are integrating sustainable practices into their marketing strategies.

One of the key features of this edition is the inclusion of Hidden Gem boxes. These boxes showcase firms that have adopted innovative and unconventional marketing approaches, providing a fresh perspective on marketing. The cases featured in these boxes highlight the importance of creativity, innovation, and differentiation in today's competitive market.

Another notable addition is the updated Marketing in Action boxes and Mini Cases. These boxes provide real-world examples and case studies of marketing practices in various industries, including high street stores, supermarkets, fast-food outlets, brands, and high-tech operations. The cases cover a wide range of topics, such as digital marketing, ethics, diversity and inclusion, and sustainability, allowing students to apply their knowledge to practical situations.

The pedagogy of the textbook has been thoroughly revised to enhance learning. Each chapter now includes refocused recommended readings at the end of each chapter, encouraging students to explore further and expand their knowledge on the topics covered. The end-of-chapter cases have also been updated and streamlined, providing insights across a range of businesses, including high street stores, supermarkets, fast-food outlets, brands, and high-tech operations.

The authors of this edition are David Jobber, Emeritus Professor of Marketing at the University of Bradford, and Fiona Ellis-Chadwick, Senior Lecturer in Marketing and Retailing at the University of Loughborough. Both authors are internationally recognized marketing academics with extensive experience in teaching and research.

Principles and Practice of Marketing is an essential textbook for marketing students, professionals, and anyone interested in understanding the principles and practices of marketing in today's dynamic business environment. It provides a comprehensive and up-to-date coverage of marketing theory, frameworks, and concepts, while also offering practical insights and case studies to enhance the reader's understanding and application of marketing principles.

In conclusion, the tenth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, is a must-have resource for anyone seeking a contemporary introduction to marketing. With its comprehensive coverage, focus on sustainability, innovative features, and updated pedagogy, this edition is an invaluable tool for students, professionals, and anyone interested in advancing their knowledge and understanding of marketing.

Weight: 1696g
Dimension: 260 x 197 x 35 (mm)
ISBN-13: 9781526849533
Edition number: 10 ed