Marketing

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...

PART ONE: INTRODUCING YOUR COMPANION PART TWO: CORE AREAS OF THE CURRICULUM The Underpinning of Marketing The Marketing Environment Consumer Behaviour Business-to-Business Marketing Segmentation and Targeting Marketing Information and Research Marketing Communication Theories Branding and Brand Management International Marketing Marketing Strategy Relationship Marketing Managing Products Pricing Advertising PR and Sponsorship Selling and Key-Account Management Direct and Online Marketing Sales Promotion Managing Channels of Distribution Service Marketing: People, Processes, Physical Evidence Marketing Ethics PART THREE: STUDY, WRITING AND REVISION SKILLS How to Get the Most Out of Your Lectures - (in collaboration with David McIlroy) How to make the Most of Seminars Essay Writing Tips Revision Hints and Tips Exam Hints and Tips Tips on Interpreting Essay and Exam Questions