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Marketing Communications [Paperback]

Jim Blythe
5.0 out of 5 stars  See all reviews (2 customer reviews)

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There is a newer edition of this item:
Essentials of Marketing Communications Essentials of Marketing Communications
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Book Description

2000 0273639609 978-0273639602 1
Marketing Communication is a short text which will give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications. Each chapter begins with an overview of the content with learning aims, and will end with a bullet-point summary of the key issues, a case study with its own questions, annotated suggestions for further reading, chapter questions, and a glossary.
Examples from UK, Australia, Europe and South-East Asia are used.

Product details

  • Paperback: 264 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (2000)
  • Language: English
  • ISBN-10: 0273639609
  • ISBN-13: 978-0273639602
  • Product Dimensions: 24 x 18.2 x 1.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,314,150 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Jim Blythe has been a Merchant Navy officer, ladies' hairdresser, business consultant, rock musician, truck driver, company director, and playwright. All before becoming an academic! He's currently trying to learn to grow vegetables, with limited success, has started playing drums in a samba band, and is about to study for a degree in modern languages. You'll certainly be entertained by Jim's experiences and passion for learning.

Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has also written open-learning packs for international training organisations, has been a senior examiner for the Chartered Institute of Marketing, holds four real degrees and one fake one, and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of Come Dine With Me.

Product Description

From the Back Cover

This new text is designed to give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications. Marketing Communications is ideal for use on undergraduate marketing courses as well as postgraduate MBAs.
Each chapter begins with an overview of the chapter content followed by chapter objectives, and ends with a case study, case study questions, a summary of the chapter's key points, chapter questions, annotated suggestions for further reading, and a glossary.
Features of the text-

Uses a mixture of UK, European, Australian and South-East Asian examples
Gives proper weighting to areas of the marketing mix other than advertising
Covers new areas such as electronic communication, sponsorship, semiotics and direct and database marketing
Jim Blythe is a Senior Lecturer in Marketing at the University of Glamorgan Business School.


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Most Helpful Customer Reviews
5.0 out of 5 stars Whats marketing all about? 11 Feb 2005
Format:Paperback
This book will take you through the ins and outs about marketing from a very simple level to quite an intermediate level and further afield.
I personally used this book for one of my ecommerce and business modules on my degree.
Topics include the basics of marketing (The 4P's, etc), The product life cycle, and more advanced themes of marketing, such as advertising, etc.
A very good book if you need to understand how things are marketed in todays times.
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5.0 out of 5 stars Excellent 19 July 2014
By Mashuk
Format:Paperback|Verified Purchase
Very helpfull. This book really helped me.
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