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This book is aimed at undergraduates taking an introductory marketing course. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. The 4th edition has been thoroughly re-written to include the new 7 C's framework The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader.
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Essentials of Marketing, Jim Blythe
- Language
- Released
- 2008
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- Title
- Essentials of Marketing
- Language
- English
- Authors
- Jim Blythe
- Publisher
- FT Prentice Hall
- Publisher
- 2008
- Format
- Paperback
- ISBN10
- 0273717367
- ISBN13
- 9780273717362
- Category
- Marketing and PR
- Description
- This book is aimed at undergraduates taking an introductory marketing course. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. The 4th edition has been thoroughly re-written to include the new 7 C's framework The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader.