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As
always, recent events are reflected throughout this book
and all chapters have been updated with new conceptual material,
illustrative examples and case studies.
Here
is a brief summary of the key changes for this edition:
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A
brand new Internet Marketing chapter, addressing the
impact of e-commerce on marketing practice. |
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Further
integrated coverage of online marketing throughout,
in vignettes and cases, and in new internet exercises
in each chapter.
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Increased
coverage of contemporary issues, including ethics in
marketing and relationship marketing. |
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New
coverage of managing service relationships, key account
management, integrated marketing communications, branding
and sponsorship. |
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Over
50% new European cases added and all existing cases
revised and updated. |
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New
examples and illustrations and over 50% new adverts
throughout to bring the text up-to-date with marketing
today. |
We’ve
developed a range of brand new marketing resources to accompany
the text:
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New
Student CD-ROM free with the book, featuring internet
exercises, URL links, a marketing plan template, cases
and articles and more. |
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Extra
new resources and materials for students at this Online
Learning Centre, (www.jobber-marketing.com),
including student self-testing.
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Lecturer
resources include Chapter-by-Chapter PowerPoint Slides,
Lecturer’s Testing Platform, Case Study notes and Solutions
to the student Internet Exercises. |
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The
Online-Learning Centre will be updated with new materials,
ensuring that students have free access to a range of
up-to-date resources for their course. |
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