Essentials of marketing communications Upplaga 3

Back Cover Copy- Blythe Essentials of Marketing Communications, 3e Jim Blythes text presents a clear, concise and lively mix of theory and practice for anyone approaching the subject for the first time. His writing contextualises the challenges of marketing communications in the twenty first century, and provides a contemporary, entertaining and informative account of the key issues that students need to understand about this field of study. Dr. Marylyn Carrigan, Senior Lecturer, Marketing, Birmingham Business School Looking for a concise overview of marketing communications? Designed to provide a brief overview of the techniques, supporting theories, and strategic and tactical decision-making processes involved in marketing communications, Essentials of Marketing Communications, third edition, is ideal for those studying the subject for the first time. Writing clearly and cogently, Jim Blythe links current theories of marketing communications to consumer behaviour issues and explains how marketing communications works in practice. With real-life, up-to-date case studies with case study questions, end-of-chapter questions, and annotated suggestions for further reading, the book is a perfect introduction to this lively topic. NEW TO THIS EDITION While retaining the core structure of the second edition, this third edition includes: a more up-to-date account of communication theory; more extensive coverage of exhibitions and trade fairs; a comprehensive discussion of the role of personal selling. Jim Blythe is Senior Lecturer in the Business School at University of Glamorgan, UK. He has written numerous articles and publications in the field of marketing, including Essentials of Marketing, second edition, with Prentice Hall/Financial Times. To access lecturer and student resources, including an Instructors Manual and PowerPoint slides, visit www.pearsoned.co.uk/blythe.