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'This book is excellent for those new to marketing as it is easy to read and crammed full of interesting, up-to-date and useful information, whether you are a student or marketing practitioner.'
'A very well structured and thought-provoking textbook which offers contemporary insights into different aspects of marketing and its implications for society.'
A engaging textbook, I have set multiple readings from this book throughout the module, especially for the postgraduate students as there is a lovely depth of discussion for each topic.
Very interesting book, like everything else Blythe has done. Excellent and illustrative examples, a very nice read for first year students. The chapters on consumer behaviour and B2B marketing are particularly insightful.
An invaluable old faithful text, good point of reference
Unfortunately the related marketing project was postponed.
A good support resource to enhance students' understanding of the application of marketing within an organisation
Great book which enables students to grasp the most salient principles which are clearly presented in Jim Blythe's inimitable style.
A useful overview
A great complimentary academic text to ensure students have the opportunity to embed a wide range of theories.
This is a well rounded book that can assist students in establishing the core basics related to marketing. useful at all levels I will suggest this as one of the recommended texts
From a tutors point of view the book is well structured and is easy to adapt for developing lecture materials. There are some very useful case studies to use.
I and my students like this book material. I recommended to buy e-book for my librerary
A very enjoyable and thought-provoking book. Blythe covers all aspects of this ever-changing business discipline with clarity, relevance overlaid with plenty of case studies.
The book is easy to read. It provides a basic marketing concept for the students. It also provides a lot of useful cases for students' discussion.
Fantastic book with updated marketing concepts inside.
This is a very detailed, up-to-date introductory marketing textbook. A lot of examples, cases and content. Altogether this textbooks offers a lot, but is probably more suitable for a PG introductory module or a a fairly substantial UG module, as a lot of ground is covered.
Good introduction to the fundamental principles. I especially liked the preview case studies to each chapter and the "thinking outside the box" sections
A very useful comprehensive marketing text with some relevant modern case study examples.
A great bible for my level 5 learners who are opting for marketing units. This book provides a wealth of relevant and valuable information to help provide an in depth knowledge to marketing principles and practices.
