The fully updated eighth edition of ' Principles & Practice of Marketing' continues to provide a contemporary & modern introduction to marketing With a renewed focus that covers the importance of customer value alongside the 4P's this authoritative text provides students with a core understanding of the wider content & latest approaches taking place within marketing A range of exciting new resources & international examples bring marketing to life Key New Features Include a brand new chapter on ' Relationship Marketing' Brand new ' Marketing in Action' & ' Mini Cases'; newly updated structure to focus on the importance of Customer Value; fully revised & updated pedagogy including refocused recommended readings at the end of each chapter allowing you to expand your knowledge; & new Ad insight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns & examples