Essentials Of Marketing

THIRD EDITION JIM BLYTHE “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 Higgins, Lecturer in Marketing and Consumption, University of Leicester Looking for a concise, clear, jargon-free book on marketing? Go no further. Jim Blythe’s Essentials of Marketing, third edition, 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. ● NEW! Completely new, relevant and up-to-date case 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 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’s Professional Certificate in Marketing Fundamentals module Jim Blythe is Senior Lecturer in the Business School at University of Glamorgan,UK. He has numerous articles and publications in the field of marketing. ESSENTIALS OF MARKETING THIRD EDITION JIM BLYTHE To access lecturer and student resources, including an instructor’s manual and PowerPoint slides, visit www.pearsoned.co.uk/blythe an imprint of JIM BLYTHE ESSENTIALS OF MARKETING THIRD EDITION ESSENTIALS OF MARKETING www.pearson-books.com Essentials of Marketing ii Marketing Planning: principles in practice We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk Last A Head on Spread 000 Jim Blythe University of Glamorgan Essentials of Marketing Third Edition Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published under the Financial Times Pitman Publishing imprint 1998 Second edition 2001 Third edition 2005 © Financial Times Professional Limited 1998 © Pearson Education Limited 2001, 2005 The right of Jim Blythe to be identified as author of this work has been asserted by him in accordance with the Copyright, Des