TY  - BOOK
AU  - Dibb, Sally, author.
AU  - Simkin, Lyndon, author.
TI  - Marketing essentials
SN  - 9781408073681
AV  - CIR HF 5415 D53 2013
U1  - CIR 658.8  20
PY  - 2013///
CY  - Australia ; United Kingdom : 
PB  - Cengage Learning
KW  - Marketing
KW  - Textbooks.
N1  - 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
N2  - 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
ER  -