Essentials of Marketing, 5th edition

By Jim Blythe
August 2012
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
ISBN: 9780273757689
340 Pages, Illustrated
$110.00 Paper Original

Essentials of Marketing 5e provides a vibrant and accessible introduction to Marketing providing concise and accessible coverage of:

· traditional marketing techniques and theories,

· the practical and tactical decision-making processes involved in marketing,

· up-to-date topics such as corporate social responsibility, social media and ethics.

The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.



Chapter 1: What do marketers do?
Chapter 2: The marketing environment
Chapter 3: Consumer and buyer behaviour
Chapter 4: Segmentation, targeting and positioning
Chapter 5: Market research
Chapter 6: Products, branding and packaging
Chapter 7: Pricing strategies
Chapter 8: Distribution
Chapter 9: Marketing communications and promotional tools
Chapter 10: Marketing planning, implementation and control
Chapter 11: Services marketing
Chapter 12: Sustainable marketing


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