EBOOK: Principles and Practice of Marketing, 9e

This comprehensive marketing textbook delivers essential foundational knowledge for anyone studying business or pursuing a career in the field, covering everything from market research and consumer behavior to digital strategy and brand management. The ninth edition has been thoroughly updated to reflect the modern marketing landscape, integrating contemporary case studies and the latest thinking on social media, data analytics, and ethical considerations. Jobber’s clear, structured approach makes complex theories accessible, providing a robust framework for understanding how marketing principles are applied in real-world business contexts.

What sets this resource apart is its masterful balance of academic theory and practical application, making it equally valuable for university students and marketing professionals seeking to update their skills. The inclusion of global perspectives and a strong emphasis on digital transformation ensures the content remains relevant in a rapidly evolving marketplace. Readers will finish with a solid, actionable understanding of how to build effective marketing strategies that create genuine customer value.