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Understand the core concepts of marketing explained in a real-life context This is an up-to-date, informative and easy to read textbook; essential for new marketers and students, giving them a breadth of knowledge to start their marketing careers.' Dr. Julie Jones, Aberystwyth University A very good text that allows for key areas in the subject to be defined, developed and explored.' Graeme Price, University of Sunderland Essentials of Marketing, 8th edition, by Martin and Blythe, provides you with an accessible, lively, and engaging introduction to marketing. It employs a practical approach to explain traditional marketing techniques and theories, and offers the most up-to-date critical perspectives on contemporary themes and concepts in marketing. Using current case studies, in-chapter global examples and activities based on real-life issues and contexts, the text provides everything you need as an undergraduate or postgraduate student to excel in your course. It also serves as an essential guide to new marketers setting off on their marketing careers.This new edition considers contemporary issues and recent global developments, such as the Covid-19 pandemic, ethical concerns, sustainability, augmented reality, digital marketing and social media trends. Critical thinking sections encourage you to think more deeply about marketing issues contained within the text.Benefit from new and updated features such as:Revised chapters such as the one on segmentation reflect the growing importance of the individual customer and customer persona characteristics.End-of-chapter review questions that compound your understanding and show how to apply the concepts covered in real life contexts.New case studies to show how marketing theory is applied in the real world.With a full range of online resources, this text gives you thorough insight into the principles of marketing and their application in real-life industry.
Info autore
Jane Martin is a senior lecturer in marketing and Marketing Programme Leader at the University of Chester. She has taught in universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.
Professor Jim Blythe is the author of 18 textbooks and over 50 journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled and holds a private pilot's licence.
Riassunto
A thorough insight into the core marketing concepts using real-life examples. Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
