Essentials of Marketing Hardcover – 5 Oct 2000
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From the Back Cover
This second edition of Essentials of Marketing has been updated in the light of extensive feedback. The first edition has enjoyed considerable success as a user-friendly, concise introduction to the field of marketing. 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, postmodern thinking, relationship marketing and ethics are also covered.
This new edition contains-
an even greater range of cases from a wide range of sectors and international contexts, including- the European Mobile Telecommunications Industry, the 21st Century Man, Lastminute.com, the bookselling industry and many more!
a new set of self-test questions designed to aid student learning and teaching assessment
increased coverage of communications theory, including the hierarchy of effects model
greater coverage of branding including the definition of brands, developing the brand, brands and semiotics and strategic issues in branding
increased coverage of internal and relationship marketing
Packed with relevant and up-to-date examples as excellent pedagogical features, this book is ideal for all students of marketing.
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Top Customer Reviews
Jim Blythe has an easy, relaxed style of writing and I found myself reading the book and absorbing the information without it feeling like a chore. It really set the scene for my higher level studies.
This book is at first year undergraduate-level and is ideal for people who are studying marketing for the first time. I just wish Jim Blythe had written more textbooks at a higher level so that I didn't have to struggle with the awful CIM textbooks.
Instead I trawled through Amazon and found this listing and took a chance on it.
What an excellent book!
Why? For a start it covers everything you need in a level of detail that you can familiarise yourself with reproduce.
But whats really great about this is the structure and clarity. It takes you through the principles of marketing, step by step, laying out the key principles that you will need in practice. For example, advertising follows the principles of awareness, likeability, interest and emotion. Blyth tells you which elements relate to loyalty and which relate to likelhood of sales. So he avoids waffle and tells you what works and when to use it.
For anyone looking for a grasp of effective marketing principles and techniuques, this is the book.
The best markeitng book out. And as you've probably guessed, people who sell marketing books are pretty good at marketing them so there is in fact a lot of post purchase dissonance with many of the marketing products out their.
Lets just say this is one book i wont be divesting myself of!!!
item got delivered quickly and well packaged.
Most Recent Customer Reviews
I've received this book few days ago and I'm very glad with my purchase. This Book looks great for my studiesPublished 6 months ago by Amazon Customer
This book has helped me massively with my uni work. It is straight forward and interesting.Published 17 months ago by Louise Handley
The book was in good condition and served the purpose what it was needed for as I am studying marketing in university and this book was advised!Published on 3 Feb. 2013 by Lizzycdakin