Essentials of Marketing

by Jim Blythe

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Amazon.com Product Description (ISBN 0273646672, Hardcover)

This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing.

(retrieved from Amazon Mon, 01 Apr 2013 20:57:14 -0400)

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This book aims to give non-specialist students a full understanding of the basics of marketing in a concise and accurate way, whilst remaining user friendly. It is designed to cover all the essential areas of marketing.