Marketing essentials / Sally Dibb, Lyndon Simkin.

By:

Dibb, Sally, author

Contributor(s):

Simkin, Lyndon, author

Material type:

TextPublication details: Australia ; United Kingdom : Cengage Learning, c2013.Edition: Second editionDescription: xv, 521 pages : colour illustrations ; 26 cmISBN:

9781408073681

Subject(s):

DDC classification:

CIR 658.8 D544m 2013 20

LOC classification:

CIR HF 5415 D53 2013

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

Summary: Marketing Essentials 2e 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.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Book	Cavite State University - CCAT Campus		Book	GCS	CIR HF 5415 D53 2013 (Browse shelf(Opens below))				1	Available			R0011133

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Previous	CIR HF 5387 V45 2000 Business ethics : concepts and cases	CIR HF 5415 B66 2006 Contemporary marketing 2006	CIR HF 5415 B73 2012 Marketing navigation : How to keep your marketing plan on course to implementation success /	CIR HF 5415 D53 2013 Marketing essentials /	CIR HF 5415 K68 2006 Principles of marketing /	CIR HF 5415 M33 1982 Essentias of marketing /	CIR HF 5415 M33 1982 Essentias of marketing /	Next

Previous edition: 2009.

Includes index.

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

Marketing Essentials 2e 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.

In English text.

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