Marketing concepts and strategies

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Title:

Marketing concepts and strategies

Author:

Dibb, Sally, 1963-

ISBN:

9781408032145

Edition:

6th ed.

Publication Information:

Andover : Cengage Learning, 2012.

Physical Description:

xviii, 815 pages : color illustrations ; 26 cm + instant access card

Contents:

The marketing concept -- Marketing strategy and understanding competitors -- The marketing environment -- Marketing in international markets and globalization -- Consumer buying behaviour -- Business markets and business buying behaviour -- Segmenting markets -- Targeting and positioning -- Marketing research -- Product decisions -- Branding and packaging -- Developing products and managing product portfolios -- The marketing of services -- Marketing channels -- Channel players and physical distribution -- An overview of marketing communications -- Advertising, public relations and sponsorship -- Sales management, sales promotion, direct mail, the internet and direct marketing -- Pricing -- Modifying the marketing mix for business markets, services and in international marketing -- Marketing planning and forecasting sales potential -- Implementing strategies, internal marketing relationships and measuring performance -- Responsible marketing.

Abstract:

'Marketing Concepts and Strategies' combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation. This edition includes an integrated eBook and interactive teaching and learning tools that support the printed book.

Subject Term:

Marketing.

Added Author:

Dibb, Sally, 1963-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025591823	658.8 D543M 2012	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025740131	658.8 D543M 2012	2	Searching... Unknown

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Summary

Perfect for students of all backgrounds and interest levels, the sixth edition of Dibb, Simkin, Pride and Ferrell's Marketing: Concepts and Strategies combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation. The text takes students beyond the marketing mix, to recognize that in addition to producing and executing marketing programs, the marketing philosophy can add much strategic direction and market insight to an organization's strategizing.The world for marketers has gone digital, consumers communicate readily with each other via social media, marketing has become more aligned to ethical, responsible and sustainability issues and marketing as an academic discipline has become more critical and reflective. All these developments are key themes in this new edition. This textbook is autopackaged with CourseMate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.