MTU Library Catalogue

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Essentials of marketing / Jim Blythe.

By: Blythe, Jim.
Material type: materialTypeLabelBookPublisher: New York : Financial Times Prentice Hall, 2005Edition: 3rd ed.Description: xix, 354 p. ; 27 cm. + pbk.ISBN: 0273693581 .Subject(s): MarketingDDC classification: 658.8
Contents:
What do marketers do? -- The marketing environment -- Consumer and buyer behaviour -- Segmentation, targeting and positioning -- Market research -- Products, branding and packaging -- Pricing strategies -- Distribution -- Marketing communications and promotional tools -- Marketing planning, implementation and control -- International marketing -- 21st century marketing.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00159774
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00098633
Total holds: 0

Enhanced descriptions from Syndetics:

Looking for a concise, clear, jargon free book on marketing? Go no further. Jim Blythe's Essentials of Marketing, 3e is an ideal text for students new to marketing, students on a short introductory marketing course, overseas students needing a plain-English guide, or to anyone who needs a quick grasp of the subject. Essentials of Marketing is an engaging introductory text for students new to the study of marketing. The 3rd edition brings the latest issues within marketing theory and practice to life in an authoritative but very readable fashion. Jim Blythe has carefully considered the needs of his readers through useful learning aids and an extensive glossary. Dr. Matthew Higggins, Lecturer in Marketing and Consumption, Unversity of Leicester Avoiding a UK-centered viewpoint, Essentials of Marketing, 3e offers the following: * NEW Completely new relevant and up-to-date cases studies* NEW A fully rewritten Chapter 12, covering relationship marketing, Internet marketing, marketing ethics, and the changing conceptual position of marketing in the 21st century.* NEW Extended coverage of global marketing theory.* Self-test questions designed to aid student learning.* Up-to-date an

Includes bibliographical references and index.

What do marketers do? -- The marketing environment -- Consumer and buyer behaviour -- Segmentation, targeting and positioning -- Market research -- Products, branding and packaging -- Pricing strategies -- Distribution -- Marketing communications and promotional tools -- Marketing planning, implementation and control -- International marketing -- 21st century marketing.

Table of contents provided by Syndetics

  • What do Marketers Do?
  • Marketing Environment and Strategy
  • Consumer and Buyer Behaviour
  • Segmentation and Targeting
  • Market Research
  • Product Policy
  • Pricing Strategies
  • Distribution
  • Marketing Communications and Promotional Tools
  • Marketing Planning, Implementation and Control
  • International Marketing
  • Sustainable Marketing