Key Concepts in Marketing
- Jim Blythe - University of Plymouth, UK
SAGE Key Concepts series
Each entry comprises of:
-Definition
-Summary
-Broader discussion
-Examples and illustrations
-Key literature and further reading
Introductory chapters serve to situate and introduce the topics.
Did not fit completely with the learning goals of the course.
This book can only be recommended as an encyclopedic resource. As such, it works quite nicely. I will also recommend it for master level students who may have little or no background in marketing as a qucik update. As required reading, it is however much too basic for an advanced level marketing theory course - it would be more suited to an introductory class in that case.
I can't condem the book and it gives lots of useful overviews of key topics. Best used as it describes itself... a "quick reference text" but not a core text.
a useful quick reference text but not a textbook
This book is currently being used by some of our students researching specific aspects of marketing
A bit too basic for post graduate
This is a good book, but generic and more suitable for entry level - not suitable for my final year specialist course
Sage College Publishing
