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`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you' - Emeritus Professor Michael J Baker
`Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read' - Heather Skinner, Principal Lecturer, Glamorgan Business School
The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today.
Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image.
Each entries features:
- Useful definition box
- Summary of the concept
- A broader discussion
- Examples and illustrations
- Key literature references
This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing.
The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
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 ONE: CUSTOMERS AND MARKETS Customer Centrality Evolution of Marketing Relationship Marketing The Leaky Bucket Theory Postmodern Marketing The Marketing Environment Marketing Research The Marketing Audit Competitive Advantage Porter's Competitive Strategies Strategic Planning Marketing Planning Boston Consulting Group Matrix Globalisation Consumerism PART TWO: THE OFFER Product as a Bundle of Benefits Product Anatomy Core Product Added Value Service Products Product Life Cycle New Product Development Diffusion of Innovation Quality Elasticity of Demand Demand Pricing Price Skimming Psychological Pricing Not-for-Profit Marketing PART THREE: APPROACHING CUSTOMERS Need Satisfaction Involvement Segmentation Targeting The Marketing Mix The Elaboration Likelihood Model Reference Groups Distribution Channel Management Logistics Stages of Development Model of International Market Entry Market Share PART FOUR: PROMOTION Branding Brand Personality Positioning The Communications Mix Schramm Model of Communication Advertising The Weak and Strong Theories Sales Promotion Corporate Reputation Personal Selling Key Account Selling Integrated Marketing Communication