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" Marketing : "
Sally Dibb [and others].
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BL
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| Record Number
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749562
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| Doc. No
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b569521
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| Main Entry
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Sally Dibb [and others].
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| Title & Author
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Marketing : : concepts and strategies\ Sally Dibb [and others].
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| Edition Statement
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6th ed
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| Publication Statement
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Andover : Cengage Learning, 2012
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| Page. NO
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xviii, 815 pages : color illustrations ; 26 cm
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| ISBN
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1408032147
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: 1408064324
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: 1408071142
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: 9781408032145
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: 9781408064320
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: 9781408071144
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| Contents
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PART ONE - MARKETING DEFINED AND MARKETING IN CONTEXT Chapter 1 - The Marketing Concept Chapter 2 - Marketing Strategy and Understanding Competitors Chapter 3 - The Marketing Environment Chapter 4 - Marketing in International Markets and Globalisation PART TWO - UNDERSTANDING AND TARGETING CUSTOMERS Chapter 5 - Consumer Buying Behaviour Chapter 6 - Business Markets and Business Buying Behaviour Chapter 7 - Segmenting Markets and Customer Relationship Management Chapter 8- Targeting and Positioning Chapter 9 - Marketing Research PART THREE - PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS Chapter 10 - Product Decisions Chapter 11 - Branding and Packaging Chapter 12 - Developing Products and Managing Product Portfolios Chapter 13 - The Marketing of Services PART FOUR - PLACE/DISTRIBUTION/MARKETING CHANNEL DECISIONS Chapter 14 - Marketing Channels Chapter 15 - Channel Players and Physical Distribution PART FIVE - PROMOTION/MARKETING COMMUNICATION DECISIONS Chapter 16 - An Overview of Marketing Communications Chapter 17 - Advertising, Public Relations and Sponsorship Chapter 18 - Sales Management, Sales Promotion, Direct Mail, the Internet and Direct Marketing PART SIX - PRICING DECISIONS Chapter 19 - Pricing PART SEVEN - MANIPULATING THE MARKETING MIX Chapter 20 - Modifying the Marketing Mix for Business Markets, Services and in International Marketing PART EIGHT - MARKETING MANAGEMENT Chapter 21 - Marketing Planning and Forecasting Sales Potential Chapter 22 - Implementing Strategies, Internal Marketing Relationships and Measuring Performance Chapter 23 - Responsible Marketing
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| Abstract
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'Marketing Concepts and Strategies' combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation.
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| Subject
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Business and Management.
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| Subject
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Marketing.
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| LC Classification
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HF5415.S255 2012
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| Added Entry
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Sally Dibb
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