Marketing Principles and Practice (3rd Edition)

Author: (English) Jobber (Jobber, D.) (Author); Hu Aiwen (Translator)
Publisher:
Publish Date: 2003-06-01
Features: This book establishes a framework to help understand important marketing issues, such as customers, market segmentation, target market selection, brand development, pricing, innovation, and marketing implementation, which are the backbone of marketing practice. The book consists of four parts and 21 chapters. Part one introduces the basic principles of modern marketing thought. Part two focuses on how to develop effective strategies for pricing, promotion, product development, and distribution. Part three discusses issues such as competitive strategy, competitive advantage, and the characteristics of competitive behavior. Part four delves into how to overcome resistance to market changes, analyzes various forms of marketing organizations, and explains how to implement and apply marketing. Throughout the book, practical examples are integrated, with each chapter accompanied by conceptual materials, case studies, and examples, successfully achieving the authors' goal of creating a well-structured textbook supported by a series of international examples and case studies.