Essentials of Marketing
Description
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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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