Essentials of Marketing

Front Cover
Financial Times Prentice Hall, 2005 - Business & Economics - 354 pages
Looking for a concise, clear, jargon free book on marketing? Go no further. Jim Blythe's Essentials of Marketing, 3e is an ideal text for students new to marketing, students on a short introductory marketing course, overseas students needing a plain-English guide, or to anyone who needs a quick grasp of the subject. Essentials of Marketing is an engaging introductory text for students new to the study of marketing. The 3rd edition brings the latest issues within marketing theory and practice to life in an authoritative but very readable fashion. Jim Blythe has carefully considered the needs of his readers through useful learning aids and an extensive glossary. Dr. Matthew Higggins, Lecturer in Marketing and Consumption, Unversity of Leicester Avoiding a UK-centered viewpoint, Essentials of Marketing, 3e offers the following: * NEW! Completely new relevant and up-to-date cases studies* NEW! A fully rewritten Chapter 12, covering relationship marketing, Internet marketing, marketing ethics, and the changing conceptual position of marketing in the 21st century.* NEW! Extended coverage of global marketing theory.* Self-test questions designed to aid student learning.* Up-to-date an

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About the author (2005)

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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