Essentials of Marketing

This text aims to give non-specialist students a full understanding of the basics of marketing in a concise and accurate way by following the conventional marketing planning model. Real life case studies have been used to show how marketing works in the real world.

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.