Read more
Informationen zum Autor 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... Klappentext Packed full of lively debate and funny anecdotes, this book covers topics that students will recognize from their marketing course, such as key thinkers and concepts, and some that they won't. It looks at areas that textbooks ignore, such as the development of marketing as a discipline and as an academic subject and raises arguments that they won't have heard about in their lectures. It's the antidote to the boring textbook, but still tackles the key areas addressed on marketing courses. It will challenge students' thinking and help them get a good mark in their exams. SAGE's A Very Short, Fairly Interesting and Reasonably Cheap Book About series shies away from the sterility of conventional textbooks, offering students an informal and accessible overview of the field that questions and challenges the traditional literature. You can . Zusammenfassung Packed full of lively debate and funny anecdotes! covering topics marketing students are familiar with! such as key thinkers and concepts! and some they are not! this book looks at areas such as the development of marketing as a discipline and as an academic subject! and raises arguments that students haven't heard about in their lectures. Inhaltsverzeichnis Introduction: Studying Marketing PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING Chapter 1: The Economists Chapter 2: Behavioural Scientists PART TWO: MARKETING AS A PROPER SUBJECT Chapter 3: The Marketing Gurus and Some of Their Thinking Chapter 4: Marketing Concepts and Contexts PART THREE: SELLING MARKETING Chapter 5: Why Marketing Doesn¿t Work Epilogue ...
