Marketing concepts and strategies
By: Sally Dibb [and others]
Edition: 6th ed.
Publisher: Cengage Learning
Published: 2012
Place of publication: Andover
Language: eng
Number of pages: 815
ISBN-13: 9781408032145
Subjects: Marketing; Business and Management; COM CM 521
Description: '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.
Notes: Includes bibliographical references and index.
Table of contents: title: The marketing concept; title: Marketing strategy and understanding competitors; title: The marketing environment; title: Marketing in international markets and globalization; title: Consumer buying behaviour; title: Business markets and business buying behaviour; title: Segmenting markets; title: Targeting and positioning; title: Marketing research; title: Product decisions; title: Branding and packaging; title: Developing products and managing product portfolios; title: The marketing of services; title: Marketing channels; title: Channel players and physical distribution; title: An overview of marketing communications; title: Advertising, public relations and sponsorship; title: Sales management, sales promotion, direct mail, the internet and direct marketing; title: Pricing; title: Modifying the marketing mix for business markets, services and in international marketing; title: Marketing planning and forecasting sales potential; title: Implementing strategies, internal marketing relationships and measuring performance; title: Responsible marketing.