EBOOK: Principles and Practice of Marketing, 9e

The ninth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, provides a contemporaryand modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, thisauthoritative text provides students with a core understanding of the wider context of marketing operations withincompanies, illustrated with innovative examples of marketing in practice. It has been updated with the latestdevelopments, such as trends towards social and ethical marketing and cutting-edge technological change

This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing and adverts to demonstrate marketing principles in practice.

When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you're out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it's also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It's a rich and fascinating area of management waiting to be explored - so welcome to Marketing! Jim Blythe's Principles and Practice of Marketing will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green. The companion website offers a wealth of resources for both students and lecturers and is available at www.sagepub.co.uk/blythe3e. An electronic inspection copy is also available for instructors.

This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing, colour images and adverts to demonstrate marketing principles in practice.

The SAGE Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. Designed to compliment existing textbooks for the course, the companion provides: - Easy access to the key themes in Marketing - Helpful summaries of the approach taken by the main course textbooks - Guidance on the essential study skills required to pass the course - Sample exam questions and answers, with common themes that must always be addressed in an exam situation - Quotes from leading thinkers in the field to use in exams and essays - Taking it Further sections that suggest how readers can extent their thinking beyond the "received wisdom" The SAGE Course Companion on Marketing is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Now revised and updated, this text offers undergraduate students an introduction to the world of marketing. The fourth edition includes new material on areas such as e-commerce, the Internet and relationship marketing. Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.