Abstract

Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.

Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline.

The book is further complemented by a full range of online resources, including video cases, self-test questions, power-point slides and an instructor’s manual. 

Professor Jim Blythe is the author of eighteen textbooks and over fifty journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled, and holds a private pilot’s licence.

Jane Martin is a senior lecturer in Marketing and Marketing Programme Leader at the University of Chester. She has taught in Universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.