When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you're out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it's also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It's a rich and fascinating area of management waiting to be explored - so welcome to Marketing!  Jim Blythe's Principles and Practice of Marketing will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green.

PART 1 - Concepts and ContextsChapter 1 - Marketing: Managing the Exchange Process Chapter 2 - The Marketing Environment PART 2 - Markets and PeopleChapter 3 - Consumer Behaviour Chapter 4 - Business-to-Business Marketing Chapter 5 - Marketing Research and Information SystemsChapter 6 - Segmentation, Targeting and PositioningChapter 7 - Integrated Marketing CommunicationsChapter 8 - International Marketing PART 3 - Strategy and StakeholdersChapter 9 - Marketing Strategy, Planning and Creating Competitive AdvantageChapter 10 - Marketing Ethics and Corporate Social ResponsibilityChapter 11 - Building Customer Relationships Chapter 12 - Product Portfolio and Strategic Branding PART 4 - Marketing in PracticeChapter 13 - New Product Innovation and Development Chapter 14 - Pricing and Strategic Decision MakingChapter 15 - Advertising across Different Media Chapter 16 - Public Relations and Sponsorship Chapter 17 - Promotion and SalesPART 5 - Marketing in MotionChapter 18 - Digital Marketing and Social Mediahapter 19 - Managing Distribution and Supply Chainshapter 20 - Retail and Wholesale MarketingChapter 21 - Services Marketing