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Essentials of Marketing

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ISBN-10: 0273717367

ISBN-13: 9780273717362

Edition: 4th 2009

Authors: Jim Blythe

List price: $120.00
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This book aims to give non-specialist students a full understanding of the basics of marketing in a concise and accurate way, whilst remaining user friendly. It is designed to cover all the essential areas of marketing.
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Book details

List price: $120.00
Edition: 4th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 8/4/2009
Binding: Paperback
Pages: 360
Size: 7.75" wide x 10.50" long x 0.50" tall
Weight: 1.848
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...

List of tables
List of figures
What do marketers do?
The marketing environment
Consumer and buyer behaviour
Segmentation, targeting and positioning
Market research
Products, branding and packaging
Pricing strategies
Marketing communications and promotional tools
Marketing planning, implementation and control
Services marketing
Sustainable marketing