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Essentials of Marketing Hardcover – 5 Oct 2000

4.7 out of 5 stars 13 customer reviews

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Product details

  • Hardcover: 304 pages
  • Publisher: Financial Times/ Prentice Hall; 2 edition (5 Oct. 2000)
  • Language: English
  • ISBN-10: 0273646672
  • ISBN-13: 978-0273646679
  • Product Dimensions: 1.9 x 19 x 25.4 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 700,200 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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.


Customer Reviews

4.7 out of 5 stars
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Top Customer Reviews

Format: Paperback
This book is extremely well written and a great basic introduction to the principles of marketing. I bought it because I enrolled on the CIM Professional Diploma in Marketing but I'd never studied marketing before so didn't even know the basic concepts. This book laid the foundations of marketing out for me clearly and consisely.

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.
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Format: Hardcover Verified Purchase
I took an MBA at Cambridge and was horrfied by the 600 page Kotler reference book they sent as course material. There was no way anyone could learn from that text book in a way that would get them on top of the subject and have a grasp fo the key concepts at their fingertops. Therefore I sold it.

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!!!
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Format: Hardcover Verified Purchase
A really great book for people studying marketing, bought alongside Essentials of Makreting by Brassington and Pettit and this is really a great book, light and easy to read unlike the usual text book and well formatted with numerous real life examples and chapters summarys.
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Format: Paperback Verified Purchase
Probably one of the better basic marketing book without too much waffle and gets to the point. Certainly helped me with my college course and has all the key points you might need. Easy to read and understand and much better than the CIM books that were recommended.
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Format: Paperback
Very clear and user friendly book! It helps me to obtain excellent scores in my assignments in both college and university.
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Format: Paperback Verified Purchase
Helping me out in my Marketing module at University. This version is just as good as the newer ones. It's very readable and concise unlike some textbooks and I would recommend it.
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Format: Paperback Verified Purchase
Brilliant book. I found I used this book a lot and not just for one year, I used it in my second and third year of university.
item got delivered quickly and well packaged.
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