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Marketing briefs : a revision and study guide / Sally Dibb and Lyndon Simkin.

By: Contributor(s): Material type: TextTextPublisher: Oxford : Butterworth-Heinemann, 2001Description: xi, 351 pages ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0750653868
Subject(s): DDC classification:
  • 21 658.8 D.S.M
Contents:
Front Cover -- Marketing Briefs: A Revision and Study Guide -- Copyright Page -- Contents -- Preface -- About the Authors -- About the Briefs -- The Marketing Briefs -- 1. Defining Marketing -- 2. Relationship Marketing -- 3. Marketing Orientation -- 4. The Marketing Environment -- 5. PEST and SWOT Analyses -- 6. Consumer Buying Behaviour -- 7. Business-to-Business Buying Behaviour -- 8. Customer Relationship Management (CRM) -- 9. Marketing Research -- 10. Forecasting in Marketing -- 11. Market Segmentation -- 12. Targeting -- 13. Positioning -- 14. Branding -- 15. Products. 16. The Product Life Cycle (PLC) -- 17. Product Portfolios -- 18. Packaging -- 19. Service Products -- 20. Advertising -- 21. Public Relations (PR) -- 22. Sponsorship -- 23. Personal Selling -- 24. Sales Promotion -- 25. Direct Mail -- 26. Direct Marketing -- 27. The Internet -- 28. Marketing Channels -- 29. Wholesaling and Physical Distribution Management (PDM) -- 30. Pricing Concepts -- 31. Setting Prices -- 32. The Marketing Mix -- 33. Marketing Strategy -- 34. Competitive Forces and Strategies -- 35. Competitive Advantage -- 36. Marketing Planning -- 37. Implementation and Controls. 38. The Marketing Audit -- 39. Performance Measures in Marketing -- 40. Internal Marketing -- 41. International Marketing -- 42. Consumer Marketing -- 43. Business-to-Business Marketing -- 44. The Marketing of Services -- 45. Non-Business Marketing -- 46. Retail Marketing -- 47. Social Responsibility in Marketing -- 48. Marketing Ethics -- 49. Value-based Marketing -- 50. One-to-One Marketing -- Answers to Question in the Marketing Briefs -- Revising for Examinations: Tips and Guidance -- Specimen Examination Papers and Answer Guides -- Glossary of Key Terms -- Index.
Summary: Complementing Dibb and Simkin's established reputation in their field, this text presents a punchy overview of the leading 50 themes of marketing, each concisely summarized for revision purposes or quick-learning. While appealing primarily to students undertaking marketing exams, many practitioners will also find this 'glossary of current marketing' hard to resist. The title builds on the earlier works of Dibb and Simkin, whose Houghton Mifflin text, 'Marketing: Concepts and Strategies', is the current business school market leading text in the United Kingdom, whi.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 D.S.M (Browse shelf(Opens below)) Available 00003063
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 D.S.M (Browse shelf(Opens below)) Available 00002952
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 D.S.M (Browse shelf(Opens below)) Available 00002951
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 D.S.M (Browse shelf(Opens below)) Available 00002950

Includes index.

"Published in association with the Chartered Institute of Marketing.".

Front Cover --
Marketing Briefs: A Revision and Study Guide --
Copyright Page --
Contents --
Preface --
About the Authors --
About the Briefs --
The Marketing Briefs --
1. Defining Marketing --
2. Relationship Marketing --
3. Marketing Orientation --
4. The Marketing Environment --
5. PEST and SWOT Analyses --
6. Consumer Buying Behaviour --
7. Business-to-Business Buying Behaviour --
8. Customer Relationship Management (CRM) --
9. Marketing Research --
10. Forecasting in Marketing --
11. Market Segmentation --
12. Targeting --
13. Positioning --
14. Branding --
15. Products. 16. The Product Life Cycle (PLC) --
17. Product Portfolios --
18. Packaging --
19. Service Products --
20. Advertising --
21. Public Relations (PR) --
22. Sponsorship --
23. Personal Selling --
24. Sales Promotion --
25. Direct Mail --
26. Direct Marketing --
27. The Internet --
28. Marketing Channels --
29. Wholesaling and Physical Distribution Management (PDM) --
30. Pricing Concepts --
31. Setting Prices --
32. The Marketing Mix --
33. Marketing Strategy --
34. Competitive Forces and Strategies --
35. Competitive Advantage --
36. Marketing Planning --
37. Implementation and Controls. 38. The Marketing Audit --
39. Performance Measures in Marketing --
40. Internal Marketing --
41. International Marketing --
42. Consumer Marketing --
43. Business-to-Business Marketing --
44. The Marketing of Services --
45. Non-Business Marketing --
46. Retail Marketing --
47. Social Responsibility in Marketing --
48. Marketing Ethics --
49. Value-based Marketing --
50. One-to-One Marketing --
Answers to Question in the Marketing Briefs --
Revising for Examinations: Tips and Guidance --
Specimen Examination Papers and Answer Guides --
Glossary of Key Terms --
Index.

Complementing Dibb and Simkin's established reputation in their field, this text presents a punchy overview of the leading 50 themes of marketing, each concisely summarized for revision purposes or quick-learning. While appealing primarily to students undertaking marketing exams, many practitioners will also find this 'glossary of current marketing' hard to resist. The title builds on the earlier works of Dibb and Simkin, whose Houghton Mifflin text, 'Marketing: Concepts and Strategies', is the current business school market leading text in the United Kingdom, whi.

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