Marketing Jim Blythe Essay

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Marketing SAGE COURSE COMPANIONS K N O W L E D G E A N D S K I L L S for S U C C E S S Marketing Jim Blythe SAGE Publications London ● Thousand Oaks ● New Delhi © Jim Blythe 2006 First published 2006 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. SAGE Publications Ltd 1 Oliver’s Yard 55 City Road London EC1Y 1SP SAGE Publications Inc. 2455 Teller Road Thousand Oaks, California 91320 SAGE Publications India Pvt Ltd B-42, Panchsheel Enclave Post Box 4109 New Delhi 110 017 British Library Cataloguing in Publication data A catalogue record for this book is available from the British Library ISBN-10 1-4129-1033-1 ISBN-10 1-4129-1034-X ISBN-13 978-1-4129-1033-0 ISBN-13 978-1-4129-1034-7 (pbk) Library of Congress Control Number: 2005904554 Typeset by C&M Digitals (P) Ltd., Chennai, India Printed in Great Britain by The Cromwell Press Ltd, Trowbridge, Wiltshire Printed on paper from sustainable resources contents Part One Part Two 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Introducing your companion Core areas of the curriculum 1 11 12 18 22 27 31 37 42 47 52 59 64 68 74 79 84 89 94 100 104 109 114 119 120 125 The underpinnings of marketing The marketing environment Consumer behaviour Business-to-business marketing Segmentation and targeting Marketing information and research Marketing communication theories Branding and brand management

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