A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing / Edition 1

by Jim Blythe

Overview

This is the book marketing students have been waiting for. Packed full of lively debate and funny anecdotes, this book covers topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven’t heard about in their lectures.

This book is an antidote to the boring textbook that still tackles key areas addressed in marketing courses. It will challenge students’ thinking and help them get a good mark on their exams.

Product Details

ISBN-13:	9781412930871
Publisher:	SAGE Publications
Publication date:	11/28/2006
Series:	Very Short, Fairly Interesting & Cheap Books Series
Pages:	160
Product dimensions:	5.24(w) x 8.10(h) x 0.59(d)

About the Author

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on.

Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing.

His next venture is to study for a degree in modern languages – having left school at 16 he thinks it’s time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

Table of Contents

Introduction: Studying Marketing     1
Proper Subjects that Preceded Marketing     3
The Economists     5
Behavioural Scientists     27
Marketing as a Proper Subject     55
The Marketing Gurus and Some of Their Thinking     57
Marketing Concepts and Contexts     85
Selling Marketing     109
Why Marketing Doesn't Work     111
Epilogue     133
References     135
Index     139

Editorial Reviews

'If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this the book for you' -

Emeritus Professor Michael J Baker

From the Publisher