Principles and Practices of Marketing
David Jobber and Fiona Ellis-Chadwick
Print ISBN: 9781526849533 Ebook ISBN: 9781526849540
The landmark tenth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing, continues to provide a contemporary introduction to marketing, covering all of the theoretical principles, frameworks and concepts that form the backbone of marketing education and looking at how they apply in modern business practice.
Updated to include coverage of key trends and events that have reconfigured market landscapes and are transforming business opportunities since the previous edition - such as Brexit, Covid-19, climate change and digital advances in augmented reality and AI - this authoritative text explores the bilateral relationship between marketing and the way we live, communicate and trade.
With a huge variety of case studies showing examples of innovation and best practice, students will develop their understanding of the wider context of marketing operations within companies, evaluate the opportunities and pitfalls of various marketing techniques, and learn how they can apply their knowledge and insights both tactically and strategically.
Listen to our podcast with the brilliant Fiona Ellis-Chadwick
What's new
Case Studies
The new edition contains over 40 case studies bringing the key concepts to life. In addition, students will find a wide range of exciting and innovative brands, from Crocs to Billie Eilish, Chipotle to Netflix. Hear more from Fiona about what's coming.
Hidden Gems
In addition to the full case studies, students will find plenty of examples of small to medium-sized enterprises that are doing things differently and who, in doing so, are changing the future face of the marketing industry in exciting ways.
Sustainability
Sustainability is arguably the issue of our times, with a growing realisation that we must adapt the way we do business to ensure that we minimise our environmental impact. What is the impact of sustainability on the marketing function?
You'll be sent to the ordering page for Principles and Practice of Marketing 10e. Simply look for the 'Request a Review Copy' button on the right-hand side of the page.
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
In response to reviewers’ feedback there are new examples of digital marketing, EDI, and sustainability in the form of mini cases, Marketing in Action vignettes, Hidden Gems and extended case studies. Stimulating examples enable discussion and provoke debate e.g., discover whether home working and electric vehicles are good for the planet; evaluate how digital customer insights are driving marketing but causing ethical challenges over data and privacy; consider how Gucci and L’Oreal have become leaders in the use of digital technology in luxury fashion and beauty industries and what these cases mean for the future of marketing.
Hidden Gems
This new feature showcases firms doing things differently and reveals how SMEs are shaping marketing as well as large corporate brands. Each gem has its own revealing story and digital credentials. Pangaia is saving the planet with clothes and technology; DarkTrace is hiding in plain sight protecting its customers with cybersecurity; Alpro is delivering plant power on a large scale, and Tobii is watching consumer behaviour using attention computing. There are all new up-to-the-minute gems in each chapter.
A new chapter
Chapter 3 on Sustainable Marketing and Society focuses on how the environment and society are changing the marketing landscape, discusses the implications of sustainability for marketing theory and practice, and considers how to create value through practical sustainable approaches to marketing. Examples and features emphasise the growing importance of this area of study and bring into question many traditional marketing practices.
New beginnings and new endings!
We have redesigned the chapter openings to highlight the important learning outcomes, making it clear what you will achieve after reading the chapter. At the end of the chapter 'The Big Picture' feature acts as an aide-memoire and highlights key topics; the detailed review expands these to provide concise summaries of what is learnt in each chapter.
Updated Research
The latest studies in the field of marketing bring new insights building on seminal works which set out the very foundations of marketing education presented in earlier editions of Principles and Practice of Marketing. Introducing new thinking in many areas of marketing, including new models of sustainability and digital marketing.
Case Studies
Two exciting new in-depth cases per chapter, progressing the ideas and concepts explored and showcasing real-world marketing, tackle the challenging issues facing brands trading in dynamic markets, such as:
• Netflix, using big data to succeed against hot competition.
• BrewDog, a brand built on attitude, crowdfunding its way to become the world’s most sustainable beer
• Anthon Berg’s SWOT analysis sets out the plan for a global future for this luxury Scandinavian chocolate brand
• Billie Eilish, is leveraging personal anti-branding online, showing how consistent messaging creates a marketing tour de force
• Dr Martens’ boot rebellion is revitalizing the UK brand, embracing digital, to grow its market footprint.
• Chipotle spills the beans on using local and organic produce to differentiate the brand by producing food with integrity
You'll be sent to the ordering page for Principles and Practice of Marketing 10e. Simply look for the 'Request a Review Copy' button on the right-hand side of the page.
About the authors
David Jobber
David Jobber is an internationally recognised marketing academic. He is an Emeritus Professor of Marketing at the University of Bradford School of Management. He holds an honours degree in economics from the University of Manchester, a master's degree in business and management from the University of Warwick and a doctorate from the University of Bradford.
Before joining the faculty at the Bradford School of Management, David worked for the TI Group in marketing and sales and was a Senior Lecturer in Marketing at the University of Huddersfield. He has vast experience teaching core marketing courses at undergraduate, postgraduate and post-experience levels with specialisms in business-to-business marketing, sales management and marketing research. He has a proven, ratings-based record of teaching excellence at all levels.
Supporting his teaching is a record of achievement in academic research. David has over 150 publications in the top journals in the field and has served on the editorial boards of the International Journal of Research in Marketing, the Journal of Personal Selling and Sales Management, the European Journal of Marketing and the Journal of Marketing Management.
Fiona Ellis-Chadwick
Fiona Ellis-Chadwick has a successful professional business and academic career. She is a Senior Lecturer at Loughborough University School of Business & Economics. As part of this role, Fiona is a very active researcher and innovative educator and frequently leads the development of innovative multimedia teaching materials, bringing together research and business. Fiona has made many films for use in higher education on various topics, including retail marketing, digital technology and economic growth from the perspective of international business leaders. As an academic consultant for the Open University and BBC productions, she has worked on highly successful and award-winning series such as The Virtual Revolution and Foods that Make Billions.
Fiona had a successful commercial career in retailing before becoming an academic and completing her PhD. Having made a significant contribution in the area of online retailing, she continues to focus her research and academic publication on the strategic impact of the internet and digital technologies on marketing and retailing. Her work has been widely published in the Journal of Business Research, European Journal of Marketing, Internet Research, Industrial Marketing Management and additional textbooks and practitioner journals. Fiona is passionate about how technology and education can help business development in the future.
Michael Passer, PhD
Senior Lecturer at the University of Washington.
Ronald E. Smith, PhD
Ronald is Professor of Psychology and Director of Clinical Psychology Training at the University of Washington, where he also has served as Area Head of the Social Psychology and Personality area.
Ed Sutherland, PhD
Ed completed his first degree at the University of Bangor and his PhD at the University of Wolverhampton under the supervision of Professor Ken Manktelow. He then held a research post at the University of Reading and his first lectureship at the University of Derby. He became a lecturer in cognitive psychology at the University of Leeds, where he is now Director of Learning and Teaching. His current research interests are on the role of emotion in reasoning and the psychology of design.
Michael L. W. Vliek, PhD
Michael finished his Master’s followed by his PhD at the University of Amsterdam, where he subsequently worked as a senior lecturer until 2017. He is currently an affiliate of the University of Amsterdam and lectures at the University of Tübingen. He is also the co-author of several psychology textbooks and consultant on behaviour change for several government institutions in the Netherlands.
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- Marketing Environment: Waves Speakers
- Supply Chain and Channel Management: Snack Attack Advertising
- Target Audience Identification: Recycled Treads
Social Media Marketing: Chew-Bocce - Marketing Ethics and Social Responsibility: Bohrd's Boards
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