Principles & Practice of Marketing 5th edition is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.
New Features
New and increased coverage of Marketing Ethics and Corporate Social Responsibility
New and updated coverage of E-Marketing, to incorporate mobile, wireless and email marketing.
Brand new cases from vibrant companies that students will be familiar with, together with an increased number of European cases.
New analytical tools and techniques introduced into the text
2007 McGraw-Hill Education Europe