Key Concepts in Marketing


Jim Blythe

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  • SAGE Key Concepts

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    The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.


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    Alphabetical List of Concepts

    • Added Value
    • Advertising: The Weak and Strong Theories
    • Brand Personality
    • Branding
    • Channel Management
    • Communications Mix
    • Competitive Advantage
    • Consumerism
    • Core Product
    • Corporate Reputation
    • Customer Centrality
    • Demand Pricing
    • Diffusion of Innovation
    • Distribution
    • Elaboration Likelihood Model
    • Elasticity of Demand
    • Evolution of Marketing
    • Globalisation
    • Integrated Marketing Communication
    • Involvement
    • Key Account Selling
    • Leaky BucketTheory
    • Logistics
    • Management of Exchange
    • Market Share
    • Marketing Audit
    • Marketing Environment
    • Marketing Mix
    • Marketing Planning
    • Marketing Research
    • Need Satisfaction
    • New Product Development
    • Not-for-profit marketing
    • Personal Selling
    • Porter's Competitive Strategies
    • Positioning
    • Postmodern Marketing
    • Price Skimming
    • Product Anatomy
    • Product as a Bundle of Benefits
    • Product Life Cycle
    • Psychological Pricing
    • Quality
    • Reference Groups
    • Relationship Marketing
    • Sales Promotion
    • Schramm Model of Communication
    • Segmentation
    • Service Products
    • Stages of Development Model of International Market Entry
    • Strategic Planning
    • Targeting


    In the hundred or so years of its existence as an academic subject, marketing has become a complex area of study. At the same time, the practice of marketing has become more sophisticated and a great deal more important in the business world – the old assumption that all a firm needed to do was produce a better product than its competitors has long been discredited.

    For students of marketing, the subject is complicated further by the academic debate: as a young discipline, marketing still has to work out its basic concepts, and there is widespread disagreement in the academic community as to what these concepts should be. The aim of this book is to provide a quick reference guide for marketing students, practitioners and academics: it is not a textbook, and does not replace a textbook, but it does provide a quick cross-check so that anyone studying marketing can check the basic definition and academic arguments surrounding the most common concepts in marketing.

    The concepts are grouped under four main headings: customers and markets (which outlines the background on which marketing is based), the offer (which is about what the supplier aims to provide in exchange for the customer's cash), approaching customers (which is concerned with the preparation for making the exchange) and promotion (which covers communication with customers). Each section contains the concepts themselves, clearly explained, with cross-references to other related concepts. Of course, all the concepts of marketing are related to a greater or lesser extent – only the most immediate and obvious relationships are linked.

    I would like to take this opportunity to thank all the people who have made this book possible. At Sage, Delia Alfonso, Jennifer Pegg and Clare Wells, who have been patient about deadlines, and professional in their support and help. At Plymouth Business School, my friends and colleagues who have made helpful suggestions and supplied ideas. The reviewers, for their approval and helpful suggestions. And finally my wife, Sue, for her support and understanding.


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