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Key Concepts in Marketing

by Jim Blythe SAGE Publications Ltd
Pub Date:
Pbk 232 pages
AU$69.00 NZ$71.30
Product Status: In Stock Now
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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 entry 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.

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

Jim Blythe has been a Merchant Navy officer, ladiesa hairdresser, business consultant, rock musician, truck driver, company director, and playwright. All before becoming an academic! Heas currently trying to learn to grow vegetables, with limited success, has started playing drums in a samba band, and is about to study for a degree in modern languages. Youall certainly be entertained by Jimas experiences and passion for learning. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has also written open-learning packs for international training organisations, has been a senior examiner for the Chartered Institute of Marketing, holds four real degrees and one fake one, and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of Come Dine With Me. Perhaps this latest edition of Consumer Behaviour will redress the balance a bit.