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Principles and Practice of Marketing

Principles and Practice of Marketing

Third Edition
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Other Titles in:
Marketing (General)

December 2013 | 800 pages | SAGE Publications Ltd
When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you're out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it's also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It's a rich and fascinating area of management waiting to be explored - so welcome to Marketing

Jim Blythe's Principles and Practice of Marketing will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green. 

PART 1 - Concepts and Contexts
Chapter 1 - Marketing: Managing the Exchange Process
Chapter 2 - The Marketing Environment
PART 2 - Markets and People
Chapter 3 - Consumer Behaviour
Chapter 4 - Business-to-Business Marketing
Chapter 5 - Marketing Research and Information Systems
Chapter 6 - Segmentation, Targeting and Positioning
Chapter 7 - Integrated Marketing Communications
Chapter 8 - International Marketing
PART 3 - Strategy and Stakeholders
Chapter 9 - Marketing Strategy, Planning and Creating Competitive Advantage
Chapter 10 - Marketing Ethics and Corporate Social Responsibility
Chapter 11 - Building Customer Relationships
Chapter 12 - Product Portfolio and Strategic Branding
PART 4 - Marketing in Practice
Chapter 13 - New Product Innovation and Development
Chapter 14 - Pricing and Strategic Decision Making
Chapter 15 - Advertising across Different Media
Chapter 16 - Public Relations and Sponsorship
Chapter 17 - Promotion and Sales
PART 5 - Marketing in Motion
Chapter 18 - Digital Marketing and Social Media
hapter 19 - Managing Distribution and Supply Chains
hapter 20 - Retail and Wholesale Marketing
Chapter 21 - Services Marketing


Click for online resources

Lecturer resources:

  • Teaching notes per chapter, including answers to internet exercises for students
  • PowerPoint slides per chapter
  • Exam test bank
  • Guide to designing a course on marketing

Student resources:

  • Videos about marketing
  • Podcasts about marketing careers
  • Marketing employability resources and advice
  • Extra case studies
  • Guide to writing a Marketing Plan
  • Online exercises per chapter
  • Interactive multiple choice questions per chapter
  • Interactive flashcards
  • Pinterest page featuring useful weblinks to ads, campaigns, etc.
  • RSS feed incorporating trade magazines, news websites, blogs, etc.

This is a well rounded book that can assist students in establishing the core basics related to marketing. useful at all levels I will suggest this as one of the recommended texts

Dr Margaret Mangion
Edward de Bono Institute, University of Malta
October 21, 2014

From a tutors point of view the book is well structured and is easy to adapt for developing lecture materials. There are some very useful case studies to use.

Mr Alan Shaw
Business, Sheffield Hallam University
October 16, 2014

I and my students like this book material. I recommended to buy e-book for my librerary

Dr Rimante Hopeniene
Business Administration , Kaunas University of Technology
October 6, 2014

A very enjoyable and thought-provoking book. Blythe covers all aspects of this ever-changing business discipline with clarity, relevance overlaid with plenty of case studies.

Mr Matt Kirby
Performance, University College Falmouth
September 26, 2014

The book is easy to read. It provides a basic marketing concept for the students. It also provides a lot of useful cases for students' discussion.

Ms Mimi Kwok
Dept of Journalism & Communication, Hong Kong Shue Yan Univ.
September 19, 2014

Fantastic book with updated marketing concepts inside.

Dr Jessie Ren
Faculty of Sport Business & Enterprise, Southampton Solent University
August 21, 2014

This is a very detailed, up-to-date introductory marketing textbook. A lot of examples, cases and content. Altogether this textbooks offers a lot, but is probably more suitable for a PG introductory module or a a fairly substantial UG module, as a lot of ground is covered.

Dr Antje Cockrill
School of Business, University of Wales, Trinity St David
August 14, 2014

Good introduction to the fundamental principles. I especially liked the preview case studies to each chapter and the "thinking outside the box" sections

Mrs Jo Townend
Leeds University Business School, Leeds University
August 4, 2014

A very useful comprehensive marketing text with some relevant modern case study examples.

Mrs Sian Rees
College of Arts & Humanities, Swansea University
June 16, 2014

A great bible for my level 5 learners who are opting for marketing units. This book provides a wealth of relevant and valuable information to help provide an in depth knowledge to marketing principles and practices.

Mrs Karen Gray
Teacher Education, Simply-Training
April 25, 2014

Sample Materials & Chapters

Chapter 2: The Marketing Environment

For instructors

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ISBN: 9781446274002
ISBN: 9781446273999