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Marketing concepts and strategies.

By: Dibb, Sally, 1963- [author.]Contributor(s): Simkin, Lyndon, 1961- [author.] | Pride, William M, 1942- [author.] | Ferrell, O. C [author.]Publisher: Australia : Cengage, [2019] 2019Edition: 8th edition / Sally Dibb, Lyndon Simkin, William M. Pride, O.C. FerrellDescription: xiv, 814 pages : illustrations (colour) ; 26 cmContent type: text | still image Media type: unmediated Carrier type: volume001: BDZ0037772566ISBN: 9781473760271 (pbk.) :Subject(s): Marketing | Business and Management | Business & Management | Teaching skills & techniquesDDC classification: 658.8 LOC classification: HF5415 | .D5 2019
Contents:
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
Summary: '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.
Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book MAIN LIBRARY Book PRINT 658.8 DIB (Browse shelf(Opens below)) 1 Checked out 21/05/2024 114505

Enhanced descriptions from Syndetics:

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.

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

'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.

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