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Essentials of Marketing

Essentials of Marketing

7th Edition

Jim Blythe, Jane Martin

Apr 2019, Paperback, 384 pages
ISBN13: 9781292244105
ISBN10: 1292244100
For orders to USA, Canada, Australia, New Zealand or Japan visit your local Pearson website
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Essentials of Marketing, seventh edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.

Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The 7th edition also includes increased content on digital marketing, as well as a new ‘thinking ethically’ feature which is designed to make students think about this vital area of marketing.

The book is further complemented by a full range of online resources, including companion website, power-point slides and an instructor’s manual.

BRIEF CONTENTS

List of tables
List of figures
Preface
Acknowledgements
1 What do marketers do?
2 The marketing environment
3 Consumer and buyer behaviour
4 Segmentation, targeting and positioning
5 Market research
6 Products, branding and packaging
7 Pricing strategies
8 Distribution
9 Marketing communications and promotional tools
10 Marketing planning, implementation and control
11 Services marketing
12 Sustainable marketing
Glossary
Index