PART ONE: CUSTOMERS AND MARKETS
Customer Centrality
Evolution of Marketing
Relationship Marketing
The Leaky Bucket Theory
Postmodern Marketing
The Marketing Environment
Marketing Research
The Marketing Audit
Competitive Advantage
Porter′s Competitive Strategies
Strategic Planning
Marketing Planning
Boston Consulting Group Matrix
Globalisation
Consumerism
PART TWO: THE OFFER
Product as a Bundle of Benefits
Product Anatomy
Core Product
Added Value
Service Products
Product Life Cycle
New Product Development
Diffusion of Innovation
Quality
Elasticity of Demand
Demand Pricing
Price Skimming
Psychological Pricing
Not-for-Profit Marketing
PART THREE: APPROACHING CUSTOMERS
Need Satisfaction
Involvement
Segmentation
Targeting
The Marketing Mix
The Elaboration Likelihood Model
Reference Groups
Distribution
Channel Management
Logistics
Stages of Development Model of International Market Entry
Market Share
PART FOUR: PROMOTION
Branding
Brand Personality
Positioning
The Communications Mix
Schramm Model of Communication
Advertising
The Weak and Strong Theories
Sales Promotion
Corporate Reputation
Personal Selling
Key Account Selling
Integrated Marketing Communication
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...
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