|Essentials of Marketing||
Essentials of Marketing
A thorough insight into the core marketing concepts using real-life examples.
Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
‘This is an up-to-date, informative and easy to read textbook; essential for new marketers and students, giving them a breadth of knowledge to start their marketing careers.’
Dr. Julie Jones, Aberystwyth University
‘A very good text that allows for key areas in the subject to be defined, developed and explored.’
Graeme Price, University of Sunderland
The 8th edition has been extensively revised with new and updated content that keeps the text fresh and enhances the student learning experience.
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.
Professor Jim Blythe is the author of 18 textbooks and over 50 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.