Principles and Practice of Marketing 6th Edition by David Jobber

Product Description

A foundational textbook for introductory marketing courses, this 6th edition offers a comprehensive and contemporary overview of marketing principles. David Jobber’s clear writing style, engaging examples, and rich real-world case studies ranging from BMW’s Mini E launch to Apple’s smartphone strategies make complex concepts accessible and relevant. The edition places particular emphasis on digital marketing developments, ethical accountability, and corporate social responsibility. Updated with interactive, online resources, it supports both students and instructors in navigating modern marketing landscapes