Principles and Practice of Marketing

Third Edition

Jim Blythe - University of Plymouth, UK

Additional resources:

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.

Available Formats

ISBN: 9781446273999	Hardcover	Suggested Retail Price: $240.00	Bookstore Price: $192.00
ISBN: 9781446274002	Paperback	Suggested Retail Price: $89.00	Bookstore Price: $71.20
ISBN: 9781446297506	Electronic Version	Suggested Retail Price: $80.00	Bookstore Price: $64.00

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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

Supplements

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.

'A very well structured and thought-provoking textbook which offers contemporary insights into different aspects of marketing and its implications for society.'

Dr Sotiris T. Lalaounis

Lecturer in Marketing, Department of Organisation Studies, University of Exeter Business School

'This book is excellent for those new to marketing as it is easy to read and crammed full of interesting, up-to-date and useful information, whether you are a student or marketing practitioner.'

Julie McKeown

Teaching Fellow in Marketing, Aberystwyth University

A engaging textbook, I have set multiple readings from this book throughout the module, especially for the postgraduate students as there is a lovely depth of discussion for each topic.

Miss Katie Louise Leggett

Ashcroft Intl Bus Schl (Cambridge), Anglia Ruskin University

August 20, 2020

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Very interesting book, like everything else Blythe has done. Excellent and illustrative examples, a very nice read for first year students. The chapters on consumer behaviour and B2B marketing are particularly insightful.

Dr Rodrigo Lucena

School of Service Management, Brighton University

June 21, 2016

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An invaluable old faithful text, good point of reference

Mrs Caroline jane Lowish

Faculty of Business & Law, University of Lincoln

February 25, 2016

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Unfortunately the related marketing project was postponed.

Ms Alison Devine

Clinical Education, Edge Hill University