Principles and Practice of Marketing
Open Research Online (The Open University)Published 1 February 1996
David Jobber
Citations423
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Abstract
This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwick to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources.
Keywords
Business, Management and Accounting