Essentials of Marketing, 3rd Ed.

By Jim Blythe
Financial Times / Prentice Hall
July 2005
ISBN: 0273693581
374 Pages, Illustrated, 7 ½" x 9 ¼"
$77.50 Paper Original

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This book provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. This book is aimed at undergraduates taking an introductory marketing course.

Contents
List of tables
List of figures
Preface
Acknowledgements
1. What do marketers do?
2. The marketing environment
3. Consumer and buyer behaviour
4. Segmentation, targeting and positioning
5. Market research
6. Products, branding and packaging
7. Pricing strategies
8. Distribution
9. Marketing communications and promotional tools
10. Marketing planning, implementation and control
11. International marketing
12. 21st century marketing
Index

Features
" Wide range of global examples helps illustrate key concepts.
" Case study in each chapter provides a real-world context for the reader.
" Self-test questions appear at the end of each chapter to check students' understanding.
" Up-to-date and full referencing provides further detail for the more academic student.
" Recommended further reading for each chapter encourages students to dig deeper into the discipline.


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