TY  - BOOK
AU  - Dibb,Sally
AU  - Simkin,Lyndon
AU  - Pride,William M.
AU  - Ferrell,O.C.
TI  - Marketing concepts and strategies
SN  - 9781473760271 (pbk.) :
AV  - HF5415 .D5 2019
U1  - 658.8 23
PY  - 2019///]
PY  - 2019///
CY  - Australia
PB  - Cengage
KW  - Marketing
KW  - Business and Management
KW  - ukslc
KW  - Business & Management
KW  - thema
KW  - Teaching skills & techniques
N1  - Previous edition: 2012; Includes bibliographical references and index; 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
N2  - '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
ER  -