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Essentials of Marketing

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ISBN-10: 0273693581

ISBN-13: 9780273693581

Edition: 3rd 2005 (Revised)

Authors: Jim Blythe

List price: $77.50
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Description:

Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. This book is aimed at undergraduates taking an introductory marketing course.
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Book details

List price: $77.50
Edition: 3rd
Copyright year: 2005
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 376
Size: 7.25" wide x 9.50" long x 0.75" tall
Weight: 1.584
Language: English

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic - he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on.nbsp;Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing.nbsp;His next venture is to study for a degree in modern languages - having left school at 16 he thinks it's time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

What do Marketers Do?
Marketing Environment and Strategy
Consumer and Buyer Behaviour
Segmentation and Targeting
Market Research
Product Policy
Pricing Strategies
Distribution
Marketing Communications and Promotional Tools
Marketing Planning, Implementation and Control
International Marketing
Sustainable Marketing