eBook - PDF
Marketing
About this book
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.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Marketing by Jim Blythe in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Contents
- Part I: Introducing your companion
- Part II: Core areas of the curriculum
- 1 - The underpinnings of marketing
- 2 - The Marketing environment
- 3 - Consumer behaviour
- 4 - Business-to-business marketing
- 5 - Segmentation and targeting
- 6 - Marketing information and research
- 7 - Marketing communication theories
- 8 - Branding and brand management
- 9 - International marketing
- 10 - Marketing strategy
- 11 - Relationship marketing
- 12 - Managing products
- 13 - Pricing
- 14 - Advertising
- 15 - PR and sponsorship
- 16 - Selling and key-account management
- 17 - Direct and online marketing
- 18 - Sales Promotion
- 19 - Managing channels of distribution
- 20 - Services marketing: people processes, physical evidence
- 21 - Marketing ethics
- Part III: Study, writing and revision skills (in Collaboration with David McIllroy)
- 1 - How to get the most out of your lectures
- 2 - How to make the most of seminars
- 3 - Essay writing tips
- 4 - Revision hints and tips
- 5 - Exam hints and tips
- 6 - Tips on interpreting essay and exam questions
- Glossary
- Index