The SAGE Course Companion on
Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically.
Designed to compliment existing textbooks for the course, the companion provides:
– Easy access to the key themes in Marketing
– Helpful summaries of the approach taken by the main course textbooks
– Guidance on the essential study skills required to pass the course
– Sample exam questions and answers, with common themes that must always be addressed in an exam situation
– Quotes from leading thinkers in the field to use in exams and essays
– Taking it Further sections that suggest how readers can extent their thinking beyond the ‘received wisdom’
The SAGE Course Companion on Marketing is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Зміст
PART ONE: INTRODUCING YOUR COMPANION
PART TWO: CORE AREAS OF THE CURRICULUM
The Underpinning of Marketing
The Marketing Environment
Consumer Behaviour
Business-to-Business Marketing
Segmentation and Targeting
Marketing Information and Research
Marketing Communication Theories
Branding and Brand Management
International Marketing
Marketing Strategy
Relationship Marketing
Managing Products
Pricing
Advertising
PR and Sponsorship
Selling and Key-Account Management
Direct and Online Marketing
Sales Promotion
Managing Channels of Distribution
Service Marketing: People, Processes, Physical Evidence
Marketing Ethics
PART THREE: STUDY, WRITING AND REVISION SKILLS
How to Get the Most Out of Your Lectures – (in collaboration with David Mc Ilroy)
How to make the Most of Seminars
Essay Writing Tips
Revision Hints and Tips
Exam Hints and Tips
Tips on Interpreting Essay and Exam Questions
Про автора
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…
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