The first Greek edition (ninth American) of the leading academic text "Principles and Practice of Marketing" by David Jobber and Fiona Ellis-Chadwick provides a contemporary and modern introduction to marketing for students, professors, trainers, and business executives.
The book covers a range of marketing topics, including: the importance of customer value alongside the 4Ps, value through product/service branding, value through customer relationship management strategies, product strategy, and competitor analysis. This text presents the latest developments and trends regarding social and ethical marketing and changes in cutting-edge technologies.
The text, with its reliable content, helps readers understand the broader context of marketing activities within businesses, using innovative marketing examples in practice. The modern case studies provide students and marketing executives with valuable practical experience in developing problem-solving skills and applying knowledge to business decision-making.
The structure of the "Principles and Practice of Marketing" text features award-winning adaptive reading experiences, which contribute to understanding concepts and improving students' learning outcomes, as well as the effectiveness of lectures.
It enhances the critical thinking of stakeholders so that they can later apply the acquired knowledge in their professional careers.
