Principles and practice of marketing [printed text] / Jim Blythe, Author  . -  Second edition . - London : Cengage Learning, 2009 . - xxi, p. 744 : ill, ; 28 cm.
ISBN : 978-1-4080-1147-8

Class number:	658.8
Abstract:	This book both explains the received wisdom about marketing and at the same time provides the counter-arguments which moderate the debate. Principles & Practice of Marketing examines what marketing will and will not do, and seeks to strike a balance between academic thinking and practical experience. It is an ideal introduction for students new to marketing and to business generally, at undergraduate and postgraduate level. The author writes in an engaging, student-friendly style and he provides a wealth of interesting and relevant real world examples to show students how practice and theory overlap. Principles & Practice of Marketing is a full-service text both for lecturers and for their students. It provides an innovative, comprehensive set of ancillary material to make learning marketing a pleasure.
Contents note:	Part One: Concepts and Contexts Chapter 1. Managing the exchange process; Chapter 2. The marketing environment; Chapter 3. Marketing domains; Part Two: Markets and People Chapter 4. Consumer behaviour; Chapter 5. Organisational buying behaviour; Chapter 6. Segmentation, targeting and positioning; Chapter 7. Marketing information and research; Chapter 8. Communication theories; Chapter 9. International marketing; Part Three: Strategy Chapter 10. Creating competitive advantage; Chapter 11. Building customer relationships; Part Four: Marketing in Practice Chapter 12. Product portfolio; Chapter 13. New product development; Chapter 14. Pricing; Chapter 15. Advertising; Chapter 16. Public relations and sponsorships; Chapter 17; Selling and key account management; Chapter 18. Exhibition and sales promotion; Chapter 19. Direct and online marketing; Chapter 20. Managing channels; Chapter 21.Intermediaries; Chapter 22. People, process and physical evidence;