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• Published on: 1845
• Binding: Paperback

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful.
Easy introduction to marketing theory
By gingerjo
This book is extremely well written and a great basic introduction to the principles of marketing. I bought it because I enrolled on the CIM Professional Diploma in Marketing but I'd never studied marketing before so didn't even know the basic concepts. This book laid the foundations of marketing out for me clearly and consisely.Jim Blythe has an easy, relaxed style of writing and I found myself reading the book and absorbing the information without it feeling like a chore. It really set the scene for my higher level studies.This book is at first year undergraduate-level and is ideal for people who are studying marketing for the first time. I just wish Jim Blythe had written more textbooks at a higher level so that I didn't have to struggle with the awful CIM textbooks.

3 of 3 people found the following review helpful.
Structured, concise and comphrehensive.
By boz
I took an MBA at Cambridge and was horrfied by the 600 page Kotler reference book they sent as course material. There was no way anyone could learn from that text book in a way that would get them on top of the subject and have a grasp fo the key concepts at their fingertops. Therefore I sold it.Instead I trawled through Amazon and found this listing and took a chance on it.What an excellent book!Why? For a start it covers everything you need in a level of detail that you can familiarise yourself with reproduce.But whats really great about this is the structure and clarity. It takes you through the principles of marketing, step by step, laying out the key principles that you will need in practice. For example, advertising follows the principles of awareness, likeability, interest and emotion. Blyth tells you which elements relate to loyalty and which relate to likelhood of sales. So he avoids waffle and tells you what works and when to use it.For anyone looking for a grasp of effective marketing principles and techniuques, this is the book.The best markeitng book out. And as you've probably guessed, people who sell marketing books are pretty good at marketing them so there is in fact a lot of post purchase dissonance with many of the marketing products out their.Lets just say this is one book i wont be divesting myself of!!!

1 of 1 people found the following review helpful.
Clear and User friendly
By Ms. K. S. Yeung
Very clear and user friendly book! It helps me to obtain excellent scores in my assignments in both college and university.

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