Essentials of MarketingDescription |
Essentials of Marketing 5e provides a vibrant and accessible introduction to Marketing providing concise and accessible coverage of: · traditional marketing techniques and theories, · the practical and tactical decision-making processes involved in marketing, · up-to-date topics such as corporate social responsibility, social media and ethics. The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.  |
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New to this Edition |
- New and updated case studies throughout the text
- Updated content on corporate social responsibility
- Updated references to motivation.
- Revised text design
- New author podcasts (to replace current ones by Paul Cowell)
- Clearer signposting in the book to the online resources
- Improved text design/icons
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Table of Contents |
Chapter 1: What do marketers do?
Chapter 2: The marketing environment
Chapter 3: Consumer and buyer behaviour
Chapter 4: Segmentation, targeting and positioning
Chapter 5: Market research
Chapter 6: Products, branding and packaging
Chapter 7: Pricing strategies
Chapter 8: Distribution
Chapter 9: Marketing communications and promotional tools
Chapter 10: Marketing planning, implementation and control
Chapter 11: Services marketing
Chapter 12: Sustainable marketing
Glossary
Index |
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Back Cover |
Essentials of Marketing, fifth edition, is a vibrant and accessible introduction to marketing, providing concise coverage of: - traditional marketing techniques and theories,
- the practical and tactical decision-making processes involved in marketing,
- up-to-date topics such as social media and ethics.
The book takes a practical approach, with plentiful examples and up-to-date case studies, complemented by a full range of online resources at www.pearsoned.co.uk/blythe, including video cases for every chapter and author podcasts, making this book perfect for undergraduates taking a one semester introductory marketing course. PowerPoint slides and Lecturers' teaching resources to accompany the book are also available online, and the book is a core text for the new syllabus of the Chartered Institute of Marketing’s 'Marketing Essentials' module.
Jim Blythe is Professor of Marketing at the University of Westminster and Visiting Professor at Plymouth Business School and Ritsumeikan Asia Pacific University, Japan. |
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Author |
| Jim Blythe is Professor of Marketing at the University of Westminster and Visiting Reader at Plymouth Business School and Ritsumeikan Asia Pacific University, Japan. |
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