Essentials of Marketing

Series
Pearson
Author
Jim Blythe / Jane Martin  
Publisher
Pearson
Cover
Softcover
Edition
7
Language
English
Total pages
384
Pub.-date
April 2019
ISBN13
9781292244105
ISBN
1292244100
Related Titles



Description

Essentials of Marketing, seventh edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.

New to this Edition

The 7th edition includes increased content on digital marketing, as well as a new ‘thinking ethically’ feature which is designed to make students think about this vital area of marketing.

Table of Contents

BRIEF CONTENTS

List of tables
List of figures
Preface
Acknowledgements
1 What do marketers do?
2 The marketing environment
3 Consumer and buyer behaviour
4 Segmentation, targeting and positioning
5 Market research
6 Products, branding and packaging
7 Pricing strategies
8 Distribution
9 Marketing communications and promotional tools
10 Marketing planning, implementation and control
11 Services marketing
12 Sustainable marketing
Glossary
Index

Back Cover

Essentials of Marketing, seventh edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.

 

Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The 7th edition also includes increased content on digital marketing, as well as a new ‘thinking ethically’ feature which is designed to make students think about this vital area of marketing.

 

The book is further complemented by a full range of online resources, including companion website, power-point slides and an instructor’s manual. 

 

Professor Jim Blythe is the author of eighteen textbooks and over fifty journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled, and holds a private pilot’s licence.

 

Jane Martin is a senior lecturer in Marketing and Marketing Programme Leader at the University of Chester. She has taught in Universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.