Key Concepts in Marketing
By (author) Jim Blythe
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Key Concepts in Marketing by Jim Blythe
Book Description"If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you". (Emeritus Professor Michael J Baker). "Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read". (Heather Skinner, Principal Lecturer, Glamorgan Business School). The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today. Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image. Each entries features: useful definition box; summary of the concept; a broader discussion; examples and illustrations; and key literature references. This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing. The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
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Book DetailsISBN: 9781847874993
(210mm x 148mm x 15mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 16-Feb-2009
Country of Publication: United Kingdom
Books By Author Jim Blythe
Consumer Behaviour, Paperback (August 2016)
Informal yet academically rigorous in style, this fun textbook focuses on consumer behaviour in action and provides international examples, videos and a companion website to fully encourage student engagement and understanding.
Principles and Practice of Marketing, Paperback (November 2013)View all books by Jim Blythe
With engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.
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Author Biography - Jim Blythe
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. 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. 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...
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