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



October 2006 | 160 pages | SAGE Publications Ltd
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.
 
Introduction: Studying Marketing
 
PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING
 
Chapter 1: The Economists
 
Chapter 2: Behavioural Scientists
 
PART TWO: MARKETING AS A PROPER SUBJECT
 
Chapter 3: The Marketing Gurus and Some of Their Thinking
 
Chapter 4: Marketing Concepts and Contexts
 
PART THREE: SELLING MARKETING
 
Chapter 5: Why Marketing Doesn't Work
 
Epilogue

'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


Sweet little book to assist those students wanting a quick immersion into the world of marketing - mainly for those coming from a practitioners perspective.

Ms Julia Calver
UK Centre for Events Management, Leeds Metropolitan University
November 28, 2012

Some course material in a management module had a marketing flavour. Good introduction to the key issues in Marketing for students unexposed to the area.

Dr John McCarthy
Business Administration , Limerick Institute of Technology
May 30, 2011

Very well written. Humoristic, but also serious. Nice overview of marketing gurus

Professor Jens Geersbro
Department of Marketing, Copenhagen Business School
June 11, 2010

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Sample Materials & Chapters

Introduction

Chapter One


Jim Blythe

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... More About Author

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