Essentials Of Marketing - Softcover

Jim Blythe

Softcover

ISBN 10: 0273693581 ISBN 13: 9780273693581

Publisher: Financal Times Management, 2005

Synopsis

Essentials of Marketing provides a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing.

About this title

From the Back Cover:

Looking for a concise, clear, jargon-free book on marketing? Go no further. Jim Blythe¿s Essentials of Marketing, 3e is an ideal text for students new to marketing, students on a short introductory marketing course, overseas students needing a plain-English guide, or to anyone who needs a quick grasp of the subject.

'Essentials of Marketing is an engaging introductory text for students new to the study of marketing. The third edition brings the latest issues within marketing theory and practice to life in an authoritative but very readable fashion. Jim Blythe has carefully considered the needs of his readers through useful learning aids and an extensive glossary.' Dr. Matthew Higggins, Lecturer in Marketing and Consumption, University of Leicester

Avoiding a UK-centered viewpoint, Essentials of Marketing, 3e offers the following:

·        NEW! Completely new relevant and up-to-date cases studies.

·        NEW! A fully rewritten Chapter 12, covering relationship marketing, Internet marketing, marketing ethics, and the changing conceptual position of marketing in the 21st century.

·        NEW! Extended coverage of global marketing theory.

·        Self-test questions designed to aid student learning.

·        Up-to-date and full referencing for the more academic student.

·        Recommended further reading for each chapter.

'This new edition provides students with an ideal platform from which to discover the fundamental principles of marketing.  The addition of new up-to-date case studies and a revised final chapter which addresses some key 21st century marketing issues provides the reader with real contemporary perspectives.  The book offers an easy to follow and jargon-free source of core theories and concepts together with helpful illustrative examples from around the world.'   Dr. Phil Megicks, Head of Marketing Group, University of Plymouth, Senior Examiner for the Chartered Institute of Marketing Professional Certificate Marketing Fundamentals module.

To access lecturer resources, including an instructor¿s manual and power point slides, visit  www.booksites.net/blythe.

 

 

About this edition

• Publisher: Financal Times Management
• Publication date: 2005
• ISBN 10: 0273693581
• ISBN 13: 9780273693581
• Binding: Paperback
• Edition number: 3
• Number of pages: 354