by David Jobber · McGraw-Hill Publishing Co. · tapa blanda · ISBN 9780077094355
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«Principles and Practice of Marketing» is David Jobber's marketing textbook, second edition, in paperback (860 pages, English), from McGraw-Hill.
The work covers direct marketing, interactive communication, database management, and marketing campaign design, with special attention to relationship marketing. It includes more than forty international case studies and updated content on e-commerce and CRM.
The work was originally published in 1995; this revised second edition is from April 1998 (ISBN 0-07-709435-2).
Aimed at undergraduate and postgraduate marketing students, including MBA and DMS programs.
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