TY  - BOOK
AU  - Dibb,Sally
AU  - Simkin,Lyndon
ED  - Chartered Institute of Marketing.
TI  - Marketing briefs: a revision and study guide 
SN  - 0750653868
U1  - 658.8 21
PY  - 2001///
CY  - Oxford
PB  - Butterworth-Heinemann
KW  - Marketing
KW  - Study guides
KW  - Examinations
N1  - 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
N2  - 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.
ER  -