Essentials of Marketing

Learn the skills you need to succeed in your marketing course with this accessible guide. <p>Essentials of Marketing, 7th edition, by Jim Blythe serves as a lively introduction to marketing. The text adopts a practical approach, covering traditional marketing techniques and theories as well as providing the most up-to-date perspectives. Using contemporary case studies, in-chapter examples, and suggestions for further reading, the book helps you to engage with the core principles of modern marketing and develop your critical thinking skills.</p> <p>Now in its 7th edition, the text includes increased content on digital marketing, new sections on 'thinking ethically' about marketing, and a full range of online resources to enhance your learning experience.</p> <p>Designed for undergraduate and CIM students, this book provides all the support you need to excel in your discipline.</p> <p>This title also comes with a companion website.</p>