Essentials of Marketing 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.

The 4th edition has been thoroughly re-written to include the new 7 C's framework

The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader.

From the Back Cover

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 third 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,Universityof 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 and full referencing for the more academic student.

� Recommended further reading for each chapter.

'This new edition provides students with an ideal platform from which to discover the fundamental principles of marketing. The addition of new up-to-date case studies and a revised final chapter which addresses some key 21st century marketing issues provides the reader with real contemporary perspectives. The book offers an easy to follow and jargon-free source of core theories and concepts together with helpful illustrative examples from around the world.' Dr. Phil Megicks, Head of Marketing Group, University of Plymouth, Senior Examiner for the Chartered Institute of Marketing Professional Certificate Marketing Fundamentals module.

To access lecturer resources, including an instructor’s manual and power point slides, visit www.booksites.net/blythe.

"About this title" may belong to another edition of this title.

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