Principles and Practice of Marketing

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages – having left school at 16 he thinks it’s time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

• PART 1 - Concepts and ContextsChapter 1 - Marketing: Managing the Exchange ProcessChapter 2 - The Marketing Environment PART 2 - Markets and PeopleChapter 3 - Consumer Behaviour Chapter 4 - Business-to-Business Marketing Chapter 5 - Marketing Research and Information SystemsChapter 6 - Segmentation, Targeting and PositioningChapter 7 - Integrated Marketing CommunicationsChapter 8 - International Marketing PART 3 - Strategy and StakeholdersChapter 9 - Marketing Strategy, Planning and Creating Competitive AdvantageChapter 10 - Marketing Ethics and Corporate Social ResponsibilityChapter 11 - Building Customer Relationships Chapter 12 - Product Portfolio and Strategic BrandingPART 4 - Marketing in PracticeChapter 13 - New Product Innovation and Development Chapter 14 - Pricing and Strategic Decision MakingChapter 15 - Advertising across Different Media Chapter 16 - Public Relations and Sponsorship Chapter 17 - Promotion and SalesPART 5 - Marketing in MotionChapter 18 - Digital Marketing and Social Mediahapter 19 - Managing Distribution and Supply Chainshapter 20 - Retail and Wholesale MarketingChapter 21 - Services Marketing

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