Essentials of Marketing
Seiten
2019
|
7th edition
Pearson Education Limited (Verlag)
978-1-292-24410-5 (ISBN)
Pearson Education Limited (Verlag)
978-1-292-24410-5 (ISBN)
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Help your students engage with the principles of marketing.
Essentials of Marketing, 7th edition, is an accessible and lively introduction ideal for undergraduate studies. With a range of updated features, this edition marries traditional marketing techniques and theories with modern perspectives.
Learn the skills you need to succeed in your marketing course with this accessible guide. Essentials of Marketing, 7th edition, by Jim Blythe serves as a lively introduction to marketing. The text adopts a practical approach, covering traditional marketing techniques and theories as well as providing the most up-to-date perspectives. Using contemporary case studies, in-chapter examples, and suggestions for further reading, the book helps you to engage with the core principles of modern marketing and develop your critical thinking skills.
Now in its 7th edition, the text includes increased content on digital marketing, new sections on 'thinking ethically' about marketing, and a full range of online resources to enhance your learning experience.
Designed for undergraduate and CIM students, this book provides all the support you need to excel in your discipline.
This title also comes with a companion website.
Essentials of Marketing, 7th edition, is an accessible and lively introduction ideal for undergraduate studies. With a range of updated features, this edition marries traditional marketing techniques and theories with modern perspectives.
Learn the skills you need to succeed in your marketing course with this accessible guide. Essentials of Marketing, 7th edition, by Jim Blythe serves as a lively introduction to marketing. The text adopts a practical approach, covering traditional marketing techniques and theories as well as providing the most up-to-date perspectives. Using contemporary case studies, in-chapter examples, and suggestions for further reading, the book helps you to engage with the core principles of modern marketing and develop your critical thinking skills.
Now in its 7th edition, the text includes increased content on digital marketing, new sections on 'thinking ethically' about marketing, and a full range of online resources to enhance your learning experience.
Designed for undergraduate and CIM students, this book provides all the support you need to excel in your discipline.
This title also comes with a companion website.
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.
List of tables
List of figures
Preface
Acknowledgements
What do marketers do?
The marketing environment
Consumer and buyer behaviour
Segmentation, targeting and positioning
Market research
Products, branding and packaging
Pricing strategies
Distribution
Marketing communications and promotional tools
Marketing planning, implementation and control
Services marketing
Sustainable marketing
Glossary
Index
Erscheinungsdatum | 11.04.2019 |
---|---|
Verlagsort | Harlow |
Sprache | englisch |
Maße | 195 x 260 mm |
Gewicht | 840 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 1-292-24410-0 / 1292244100 |
ISBN-13 | 978-1-292-24410-5 / 9781292244105 |
Zustand | Neuware |
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