Dibb, Sally, author. <br/><br/>
Marketing essentials / 
Sally Dibb, Lyndon Simkin. 
 - Second edition 
 - Australia ; United Kingdom :   Cengage Learning,  c2013. 
 - xv, 521 pages :   colour illustrations ;   26 cm 
<br/><br/> Previous edition: 2009. 
<br/><br/>Includes index.  
<br/><br/>The marketing concept<br/>Marketing strategy and understanding competitors<br/>The marketing environment<br/>Consumer buying behaviour<br/>Business markets and business buying behaviour<br/>Segmenting markets, targeting and positioning<br/>Marketing research<br/>Product decisions<br/>Developing products and managing product portfolios<br/>The marketing of services<br/>Marketing channels<br/>Pricing<br/>An overview of marketing communications<br/>Branding and packaging<br/>Planning and implementation 
<br/><br/> 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. 
<br/><br/><br/>In English text. 
<br/><br/><label>ISBN: </label>9781408073681 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing --Textbooks. <br/>Marketing.
<br/><br/><label>LC Class. No.: </label>CIR HF 5415  / D53 2013 
<br/><br/><label>Dewey Class. No.: </label>CIR 658.8   / D544m 2013