A Very Short, Fairly Interesting And Reasonably Cheap Book About Studying Marketing (very Short, Fairly Interesting & Cheap Books)

a very short, fairly interesting and reasonably cheap book about studying marketing jim blythe Blythe2-Prelims.qxd 9/18/2006 3:04 PM Page i Blythe2-Prelims.qxd 9/18/2006 3:04 PM Page ii Blythe2-Prelims.qxd 9/18/2006 3:04 PM Page iii SAGE Publications London ● Thousand Oaks ● New Delhi Blythe2-Prelims.qxd 9/18/2006 3:04 PM Page iv © Jim Blythe 2006 First published 2006 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. Chris Grey asserts his right to be recognized as founding editor of the Very Short, Fairly Interesting and Reasonably Cheap Book about … Series SAGE Publications Ltd 1 Oliver’s Yard 55 City Road London EC1Y 1SP SAGE Publications Inc. 2455 Teller Road Thousand Oaks, California 91320 SAGE Publications India Pvt Ltd B-42, Panchsheel Enclave Post Box 4109 New Delhi 110 017 British Library Cataloguing in Publication data A catalogue record for this book is available from the British Library ISBN-10 1-4129-3087-1 ISBN-10 1-4129-3088-X ISBN-13 978-1-4129-3087-1 ISBN-13 978-1-4129-3088-8 (pbk) Library of Congress Control Number: 2006925228 Typeset by C&M Digitals (P) Ltd, Chennai, India Printed and bound in Great Britain by Athenaeum Press, Gateshead Printed on paper from sustainable resources Blythe2-Prelims.qxd 9/18/2006 3:04 PM Page v Contents Introduction: Studying Marketing PART I PROPER SUBJECTS THAT PRECEDED MARKETING 1 The Economists 1 3 5 2 Behavioural Scientists 27 PART II 55 MARKETING AS A PROPER SUBJECT 3 The Marketing Gurus and Some of Their Thinking 57 4 Marketing Concepts and Contexts 85 PART III SELLING MARKETING 109 5 Why Marketing Doesn’t Work 111 Epilogue 133 References 135 Index 139 Blythe2-Prelims.qxd 9/18/2006 3:04 PM Page vi Blythe2-3439-Ch-Introduction.qxd 9/18/2006 3:05 PM Page 1 Introduction: Studying Marketing I wouldn’t necessarily say that marketing has always fascinated me, and it’s quite possible that I will get bored with it eventually and move on to some other field of human endeavour – it wouldn’t be the first time. But for the past twenty years or more I have been involved in marketing one way or another. I have sold stuff, run businesses, been a consultant, been a hands-on marketer for various companies, and latterly I have been teaching the stuff. Marketing is still fascinating, because essentially