The eighth edition of “Principles and Practice of Marketing” offers a comprehensive introduction to marketing principles and practices, tailored for higher education students in business studies. Authored by David Jobber, this fully updated text provides a contemporary perspective on marketing, emphasizing the significance of customer value alongside traditional 4P’s (Product, Price, Place, Promotion). The book is designed to equip readers with foundational knowledge and an understanding of current market trends through a blend of theoretical insights and practical applications. Key features include a dedicated chapter on ‘Relationship Marketing’, new ‘Marketing in Action’ segments, and ‘Mini Cases’ that illustrate real-world scenarios. The content has been restructured to underscore the importance of customer-centric strategies, and enhanced pedagogical elements such as updated recommended readings and ‘Ad Insight’ boxes with QR codes for staying current with marketing campaigns. With a total of 960 pages, this edition is an essential resource for students seeking a thorough understanding of modern marketing concepts.