E-book: Essentials of Marketing by J. Blythe

Supporting resources
Visit http://www.pearsoned.co.uk/blythe to find valuable online resources

For instructors
• Complete, downloadable Instructor’s Manual including specimen answers to case study
questions, MCQs and end of chapter questions, and a guide for instructors
• PowerPoint slides that can be downloaded and used as OHTs
For more information please contact your local Pearson Education sales representative or visit


1 What do marketers do? 1
2 The marketing environment 22
3 Consumer and buyer behaviour 44
4 Segmentation, targeting and positioning 74
5 Market research 99
6 Products, branding and packaging 125
7 Pricing strategies 168
8 Distribution 189
9 Marketing communications and promotional tools 212
10 Marketing planning, implementation and control 261
11 International marketing 284
12 21st century marketing 308

Download pdf: http://files.homepagemodules.de/b556831/f20t140p704n2.pdf

ISBN 0 273 69358 1
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library

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