LEADER 03005nam 2200481za 450 001 9910154930003321 005 20240912173855.0 010 $a9781292100081 (e-book) 010 $a9781292098449 (pbk.) 035 $a(MiAaPQ)EBC5175078 035 $a(CKB)3860000000010278 035 $a(MiAaPQ)EBC5137370 035 $a(OCoLC)1435563398 035 $a(FINmELB)ELB258823 035 $a(MiAaPQ)EBC6400723 035 $a(Au-PeEL)EBL6400723 035 $a(OCoLC)1003289906 035 $a(EXLCZ)993860000000010278 100 $a20190815d2016 uy 0 101 0 $aeng 135 $aurcn|---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aEssentials of marketing /$fJim Blythe, Jane Martin 205 $a6th ed. 210 $aHarlow $cPearson$d2016 210 1$aHarlow, England :$cPearson,$d2016. 215 $a1 online resource (xviii, 350 p.) $cill 320 $aIncludes bibliographical references and index. 327 $a1 What do Marketers do? -- 2 The Marketing Environment -- 3 Consumer and Buyer Behaviour -- 4 Segmentation, Targeting and Positioning -- 5 Market Research -- 6 Products, Branding and Packaging -- 7 Pricing Strategies -- 8 Distribution -- 9 Marketing Communications and Promotional Tools -- 10 Marketing Planning, Implementation and Control -- 11 Services Marketing -- 12 Sustainable Marketing -- Glossary -- Index. 330 $aEssentials 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 has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years. 606 $aMarketing 608 $aLibros electro?nicos. 615 0$aMarketing. 676 $a658.802 700 $aBlythe$b Jim$0330406 701 $aMartin$b Jane$0849932 801 0$bFINmELB 801 1$bFINmELB 912 $a9910154930003321 996 $aEssentials of marketing$91897798 997 $aUNINA