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Principles and Practice of Marketing 10/e

10th Edition
1526849534 · 9781526849533
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 marketi… Read More
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Powerful 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. 

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Sustainability in Marketing

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? 

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. 

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 


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.
New Hidden Gem feature that showcases firms doing things differently.
New Chapter: Chapter 3 Sustainable Marketing and Society focuses on how the environment and society are changing the marketing landscape.
Redesigned chapter openings to highlight the important learning outcomes, and a new Big Picture Review feature that highlights key topics covered in the chapter.
20 New Case Studies and associated questions at the end of each chapter.
New Application-Based Activities: NEW topic coverage including social media, ethics, and digital marketing. These auto-graded simulations help students immerse themselves in a business environment, analyze the situation, and apply their knowledge about business strategies to real-world business situations.
Writing Assignments. The Writing Assignment tool delivers a learning experience to help students improve their written communication skills and conceptual understanding. As an instructor you can assign, monitor, grade, and provide feedback on writing more efficiently and effectively. NEW features include peer review capability and the option of ready-to-use writing prompts (with pre-set grading rubrics).
New Connect Interface: Featuring significant improvements to instructor workflows in Connect, with new features designed to make course management easier:

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ISBN10: 1526849534 | ISBN13: 9781526849533

£56.99
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ISBN10: 1526849542 | ISBN13: 9781526849540

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