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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.
List of contents
PART 1 - Concepts and Contexts
Chapter 1 - Marketing: Managing the Exchange Process
Chapter 2 - The Marketing Environment
PART 2 - Markets and People
Chapter 3 - Consumer Behaviour
Chapter 4 - Business-to-Business Marketing
Chapter 5 - Marketing Research and Information Systems
Chapter 6 - Segmentation, Targeting and Positioning
Chapter 7 - Integrated Marketing Communications
Chapter 8 - International Marketing
PART 3 - Strategy and Stakeholders
Chapter 9 - Marketing Strategy, Planning and Creating Competitive Advantage
Chapter 10 - Marketing Ethics and Corporate Social Responsibility
Chapter 11 - Building Customer Relationships
Chapter 12 - Product Portfolio and Strategic Branding
PART 4 - Marketing in Practice
Chapter 13 - New Product Innovation and Development
Chapter 14 - Pricing and Strategic Decision Making
Chapter 15 - Advertising across Different Media
Chapter 16 - Public Relations and Sponsorship
Chapter 17 - Promotion and Sales
PART 5 - Marketing in Motion
Chapter 18 - Digital Marketing and Social Media
hapter 19 - Managing Distribution and Supply Chains
hapter 20 - Retail and Wholesale Marketing
Chapter 21 - Services Marketing
About the author
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...
Report
'A very well structured and thought-provoking textbook which offers contemporary insights into different aspects of marketing and its implications for society.' Dr Sotiris T. Lalaounis 20131125
