Dibb, Sally,  1963- <br/><br/>
Marketing concepts and strategies. 

 - 8th edition /  Sally Dibb, Lyndon Simkin, William M. Pride, O.C. Ferrell. 
 - xiv, 814 pages :  illustrations (colour) ;  26 cm 
<br/><br/> Previous edition: 2012. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Part I: Marketing Defined and Marketing in Context: -- 1. The marketing concept -- 2. Marketing strategy and understanding competitors -- 3. The marketing environment -- 4. Marketing in international markets and globalization -- Part II: Understanding and Targeting Customers: -- 5. Consumer buying behaviour -- 6. Business markets and business buying behaviour -- 7. Segmenting markets -- 8. Targeting and positioning -- 9. Marketing research -- Part III: Marketing Programmes - Products and Services, Brands, Place and Channels, Promotion and Marketing Communications, Digital and Pricing: -- 10. Product decisions -- 11. Branding and packaging -- 12. Developing products and managing product portfolios -- 13. The marketing of services -- 14. Marketing channels -- 15. Channel players and physical distribution -- 16. An overview of marketing communications -- 17. Advertising, public relations and sponsorship -- 18. Sales management, sales promotion, direct mail, direct marketing and the web -- 19. Digital marketing -- 20. Pricing -- 21. Modifying the marketing mix for business markets, services and in international marketing -- Part IV: Marketing Management: -- 22. Marketing planning and forecasting sales potential -- 23. Implementing strategies, internal marketing relationships and measuring performance -- 24. Responsible marketing 
<br/><br/> 'Marketing Concepts and Strategies' combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation.  Now in its 8th edition, Marketing Concepts and Strategies gives an in-depth insight into the core theories behind modern marketing. It combines the theoretical and practical knowledge of its world class authors to ensure students develop a comprehensive understanding of marketing in the modern world. Updated to include new trends and challenges in the industry and with a diverse range of pedagogical features to help students learn in a variety of ways, the new edition continues to be a comprehensive guide to Marketing. 
<br/><br/><label>ISBN: </label>9781473760271 (pbk.) :  58.99 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Business and Management.<br/>Business & Management<br/>Teaching skills & techniques
<br/><br/><label>LC Class. No.: </label>HF5415  / .D5 2019 
<br/><br/><label>Dewey Class. No.: </label>658.8