Marketing Essentials - Softcover

Dibb, Sally; Simkin, Lyndon

Softcover

ISBN 10: 1408073684 ISBN 13: 9781408073681

Publisher: Cengage Learning EMEA, 2013

Synopsis

This title covers the issues relating to marketing in consumer goods markets, business-to-business markets and for services.

About this title

About the Author

Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca. Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.

Review

Part 1 - MARKETING DEFINIED AND MARKETING IN CONTEXT. 1. The Marketing Concept. 2. Marketing Strategy and Understanding Competitors. Part 2 - UNDERSTANDING MARKETS. 3.The Marketing Environment. 4. Consumer Buying Behaviour. 5. Business Markets and Business Buying Behaviour. 6. Segmenting, Targeting and Positioning. 7. Marketing Research. Part 3 - MARKETING PROGRAMMES. 8. Product Decisions. 9. Developing Products and Managing Product Portfolios. 10. The Marketing of Services. 11. Marketing Channels. 12. Pricing. 13. Marketing Communications. 14. Branding and Packaging. Part 4 - MANAGING MARKETING. 15. Planning and Implementation.

Edition details

• Publisher: Cengage Learning EMEA
• Publication date: 2013
• ISBN 10: 1408073684
• ISBN 13: 9781408073681
• Binding: Paperback
• Language: English
• Edition number: 2
• Number of pages: 512