Key Concepts in Marketing
- Jim Blythe - University of Plymouth, UK
SAGE Key Concepts series
Marketing (General)
`Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read' - Heather Skinner, Principal Lecturer, Glamorgan Business School
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 entries 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.
Did not fit completely with the learning goals of the course.
This book can only be recommended as an encyclopedic resource. As such, it works quite nicely. I will also recommend it for master level students who may have little or no background in marketing as a qucik update. As required reading, it is however much too basic for an advanced level marketing theory course - it would be more suited to an introductory class in that case.
I can't condem the book and it gives lots of useful overviews of key topics. Best used as it describes itself... a "quick reference text" but not a core text.
a useful quick reference text but not a textbook
This book is currently being used by some of our students researching specific aspects of marketing
A bit too basic for post graduate
This is a good book, but generic and more suitable for entry level - not suitable for my final year specialist course
