Marketing essentials

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Title:

Marketing essentials

Author:

Dibb, Sally, 1963-

ISBN:

9781408075920

9781408073681

Personal Author:

Dibb, Sally, 1963-

Edition:

2nd ed.

Publication Information:

Andover : Cengage Learning, 2013.

Physical Description:

xv, 521 p. ; 26 cm.

General Note:

Previous ed.: 2009.

Contents:

The marketing concept -- Marketing strategy and understanding competitors -- The marketing environment -- Consumer buying behaviour -- Business markets and business buying behaviour -- Segmenting markets, targeting and positioning -- Marketing research -- Product decisions -- Developing products and managing product portfolios -- The marketing of services -- Marketing channels -- Pricing -- An overview of marketing communications -- Branding and packaging -- Planning and implementation.

Subject Term:

Marketing.

Marketing (OCoLC)fst01010167

Added Author:

Simkin, Lyndon, 1961-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025591831	658.8 D543M 2013	1	Searching... Unknown

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Summary

The second edition of Marketing Essentials explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical. Marketing Essentials follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy. Marketing Essentials is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses. 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.