A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing
This is the book marketing students have been waiting for. Packed full of lively debate and funny anecdotes, this book covers topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.
This book is an antidote to the boring textbook that still tackles key areas addressed in marketing courses. It will challenge students' thinking and help them get a good mark on their exams.
- Front Matter
- Back Matter
- Subject Index
Part I: Proper Subjects That Preceded Marketing
Part II: Marketing as a Proper Subject
Part III: Selling Marketing
© Jim Blythe 2006
First published 2006
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
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ISBN-13 978-1-4129-3088-8 (pbk)
Library of Congress Control Number: 2006925228
Typeset by C&M Digitals (P) Ltd, Chennai, India
Printed and bound in Great Britain by Athenaeum Press, Gateshead
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Marketing, it is said, is a young discipline. One might say that marketing is so undisciplined it acts like a two-year-old, rather than the 250-year-old it actually is, but the point is that we are still debating what marketing is, where it has come from, where its boundaries lie, and where it is going. This makes it as lively as a basketful of kittens, and as immediate as a punch in the nose. Young disciplines are like that.
One of the great things about marketing is that there is always more to learn. Okay, it's a cliché – but like most clichés, it only became a cliché because people liked the sound of it and it rings true. Marketing, as an academic subject and as a practical profession, changes all the time. There is a saying in academic circles that all the lecturers have to write new exam papers every year except the marketers: all the marketers have to do is change the answers. Practitioners are told that they should always be trying to do something different from the competition: if marketing had a motto, it would be ‘New Improved’.
Anyway, I hope you enjoyed the book. I enjoyed writing it. It isn't often a publisher lets me loose to write anything I fancy; we usually have reviewers and lecturers and templates and deadlines which mean I have to do as I'm told. The ideas in the book were sometimes mine, but mostly they were other people's and I just added my little bit of commentary. I hope you (and they) don't mind too much.[Page 134]
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