Principles and Practice of Marketing - Couverture souple

Blythe, Jim

Couverture souple

ISBN 10 : 1844801209 ISBN 13 : 9781844801206

Editeur : Cengage Learning EMEA, 2005

Synopsis

The intention of this book is to explain the received wisdom about marketing, and provide the counter-arguments which moderate the debate. It examines what marketing does, and seeks to strike a balance between academic thinking and practical experience. It is meant for students new to marketing and to business.

A propos du livre

Présentation de l'éditeur

When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you're out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it's also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It's a rich and fascinating area of management waiting to be explored - so welcome to Marketing!

This friendly textbook will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green.

A supporting website includes lots of useful extra materials for your study such as videos and extra case studies to help make the text come alive - and more importantly, improve your chances of exam success and a career in marketing!

Biographie de l'auteur

Jim Blythe has been a Merchant Navy officer, ladies hairdresser, business consultant, rock musician, truck driver, company director, and playwright. All before becoming an academic! He s currently trying to learn to grow vegetables, with limited success, has started playing drums in a samba band, and is about to study for a degree in modern languages. You ll certainly be entertained by Jim s experiences and passion for learning.

Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has also written open-learning packs for international training organisations, has been a senior examiner for the Chartered Institute of Marketing, holds four real degrees and one fake one, and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of Come Dine With Me. Perhaps this latest edition of Consumer Behaviour will redress the balance a bit.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 1844801209
• ISBN 13: 9781844801206
• Reliure: Broché
• Nombre de pages: 800
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible