Principles and Practice of Marketing

Author: Jim Blythe
Publisher: SAGE
ISBN: 9781446297506
Release Date: 2013-11-05
Genre: Business & Economics

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. The companion website offers a wealth of resources for both students and lecturers and is available at An electronic inspection copy is also available for instructors.

Entrepreneurship Marketing

Author: Sonny Nwankwo
Publisher: Routledge
ISBN: 9781136879067
Release Date: 2010-12-02
Genre: Business & Economics

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.

Principles and Practice of Social Marketing

Author: Rob Donovan
Publisher: Cambridge University Press
ISBN: 9781139492263
Release Date: 2010-10-28
Genre: Business & Economics

This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.

Marketing Communications

Author: Philip J. Kitchen
Publisher: Cengage Learning EMEA
ISBN: 1861521960
Release Date: 1999
Genre: Business & Economics

Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.

Principles of Marketing

Author: Philip Kotler
ISBN: 0132605015
Release Date: 2013-02-15
Genre: Marketing

Note: If you are purchasing an electronic version, MyMarketingLab does not come automatically packaged with it. To purchase MyMarketingLab, please visit or you can purchase a package of the physical text and MyMarketingLab by searching for ISBN 10: 0133257835 / ISBN 13: 9780133257830. Principles of Marketing has been recognized as the gold standard of Marketing texts due to it's accessibility and breadth anchored by solid academic grounding, while continuing to be engaging and relevant. The ninth Canadian edition of Principles of Marketing has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and relationships.

Principles of Marketing

Author: Ayantunji Gbadamosi
Publisher: Macmillan International Higher Education
ISBN: 9781137243317
Release Date: 2013-11-15
Genre: Business & Economics

Delivering value to customers is an integral part of contemporary marketing. For a firm to deliver value, it must consider its total market offering – including the reputation of the organization, staff representation, product benefits, and technological characteristics – and benchmark this against competitors' market offerings and prices. In Principles of Marketing each part of the marketing process is explored from the value perspective. The book also looks in detail at the impact of social media upon marketing practices and customer relationships, and the dramatic impact that new technologies have had on the marketing environment. Key Features: * Adopts a value-based approach throughout * Presents the fundamentals of marketing in a clear and concise manner * Fully developed pedagogy to aid student learning * Real-life international case studies show marketing in action * Dedicated chapter on social media and Internet marketing * ESL feature helps international students get to grips with complex vocabulary Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing.

Principles Practice Of Marketing 2e

Author: Jim Blythe
ISBN: 140802098X
Release Date: 2009

This book both explains the received wisdom about marketing and at the same time provides the counter-arguments which moderate the debate. Principles & Practice of Marketing examines what marketing will and will not do, and seeks to strike a balance between academic thinking and practical experience. It is an ideal introduction for students new to marketing and to business generally, at undergraduate and postgraduate level. The author writes in an engaging, student-friendly style and he provides a wealth of interesting and relevant real world examples to show students how practice and theory o.

Fundraising Principles and Practice

Author: Adrian Sargeant
Publisher: John Wiley & Sons
ISBN: 9781119196495
Release Date: 2017-03-06
Genre: Business & Economics

Revised edition of the authors' Fundraising principles and practice, c2010.

Financial Services Marketing

Author: Christine Ennew
Publisher: Routledge
ISBN: 9781134850594
Release Date: 2017-10-23
Genre: Business & Economics

Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from ?extensive international experience to ensure that this text will resonate with users across the globe.? This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC. This fully updated and revised edition features: An expanded section on regulation which has international reach and addresses the post-Brexit world Greatly expanded coverage of digital marketing at both the strategic and tactical levels New material on how to improve a company’s trustworthiness and safeguard a culture that is customer-focussed New examples, vignettes and case studies that showcase best practice from around the world B2B and B2C marketing Upgraded PowerPoint support on the companion website Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications.?

Investor Relations

Author: Anne Guimard
Publisher: Springer
ISBN: 9781137342348
Release Date: 2013-05-21
Genre: Business & Economics

This practical guide on the theory and practice of Investor Relations combines the art and science of marketing, financial analysis, and financial communications in a single source. It offers expert advice and helpful tips to be used in real business life by corporate executives, financial analysts, students, and anyone competing for capital.


Author: Dennis Adcock
Publisher: Pearson Education
ISBN: 027364677X
Release Date: 2001-01
Genre: Business & Economics

This introduction to marketing explains core principles in the context of organizations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasizing the practical aspects of the subject.

Tourism and Social Marketing

Author: C. Michael Hall
Publisher: Routledge
ISBN: 9781136989285
Release Date: 2014-02-24
Genre: Business & Economics

Social Marketing is the utilisation of marketing principles and methods to encourage individual and organisational behaviour change for the public good. Traditionally the domain of government it is increasingly also utilised by non-government and non-profit organisations and other institutions of civil society as a non-regulatory means to achieve policy and public good goals. At a time when concerns over tourism's contribution to undesirable environmental, economic and social change is greater than ever, social marketing strategies are important for encouraging more appropriate and desirable behaviours by tourists and the tourism industry. Tourism and Social Marketing is the first book to comprehensively detail the relevance of social marketing principles and practice to tourism, destination management and marketing. By considering this relationship and application of social marketing approaches to key issues facing contemporary tourism development, such as the environment, this book provides significant insights into how the behaviours of visitors and businesses may be changed so as to develop more sustainable forms of tourism and improve the quality of life of destination communities. It further provides a powerful impetus to the development of tourism related forms of sustainable consumption and the promotion of ethical tourism and marketing. This innovative book is comprehensive in scope by considering a variety of relevant fields relevant to tourism and social marketing practice including, health, non - profit organisations, governance, the politics of marketing and consumption, consumer advocacy and environmental and sustainable marketing. It integrates selected international cases studies to help tourism students engage with the broader debates in social marketing, governance and the politics of behaviour change and shows the relationship of theory to practice. Written by a leading authority in the field, topical and integrative, this book will be valuable reading for students, scholars and researchers in tourism.