TY  - BOOK
AU  - Ellis-Chadwick, Fiona,
AU  - Jobber, David
TI  - Principles and practice of marketing
SN  - 9781526847232
PY  - 2020///
CY  - London ; New York
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Customer value
KW  - Planning
KW  - Product differentiation
N1  - Includes bibliographical references and index
N2  - The ninth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing, provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context of marketing operations within companies, illustrated with innovative examples of marketing in practice. It has been updated with the latest developments, such as trends towards social and ethical marketing and cutting-edge technological change
ER  -