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A thorough insight into the core marketing concepts using real-life examples.
Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
A thorough insight into the core marketing concepts using real-life examples.
Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
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.
Professor Jim Blythe is the author of 18 textbooks and over 50 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.
- What do marketers do?
- The marketing environment
- Consumer and buyer behaviour
- Segmentation, targeting and positioning
- Market research
- Products, branding and packaging
- Pricing strategies
- Distribution
- Marketing communications and promotional tools
- Marketing planning, implementation and control
- Services marketing
- Sustainable marketing
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781292429533 |
| ISBN-10: | 1292429534 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Martin, Jane
Blythe, Jim |
| Auflage: | 8. Auflage |
| Hersteller: | Pearson |
| Maße: | 262 x 194 x 17 mm |
| Von/Mit: | Jane Martin (u. a.) |
| Erscheinungsdatum: | 24.02.2023 |
| Gewicht: | 0,736 kg |
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.
Professor Jim Blythe is the author of 18 textbooks and over 50 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.
- What do marketers do?
- The marketing environment
- Consumer and buyer behaviour
- Segmentation, targeting and positioning
- Market research
- Products, branding and packaging
- Pricing strategies
- Distribution
- Marketing communications and promotional tools
- Marketing planning, implementation and control
- Services marketing
- Sustainable marketing
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781292429533 |
| ISBN-10: | 1292429534 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Martin, Jane
Blythe, Jim |
| Auflage: | 8. Auflage |
| Hersteller: | Pearson |
| Maße: | 262 x 194 x 17 mm |
| Von/Mit: | Jane Martin (u. a.) |
| Erscheinungsdatum: | 24.02.2023 |
| Gewicht: | 0,736 kg |
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