Essentials of Marketing

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Description

With Perlego (The Spotify for Books) you get unlimited access to more than 250,000 professional and self-development books in one simple space for one simple price. You can learn on the go with our mobile app!

Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.


Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline.


The book is further comp…

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With Perlego (The Spotify for Books) you get unlimited access to more than 250,000 professional and self-development books in one simple space for one simple price. You can learn on the go with our mobile app!

Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.


Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline.


The book is further complemented by a full range of online resources, including video cases, self-test questions, power-point slides and an instructor’s manual.

Professor Jim Blythe is the author of eighteen textbooks and over fifty 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.

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 haspreviously been a company director and worked in business-to-business marketing. She has alsobeen a member of the Chartered Institute of Marketing for a number of years.

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There are no frequently asked questions yet. If you have any more questions or need help, contact our customer service.