000			03369nam a22003017i 4500
999			_c3011 _d3011
005			20210322130758.0
008			101024s2001 ENK||||| |||| 00| 0 eng d
020			_a0750653868
040			_dFUE _erda _aEG-NcFUE
082	0	0	_221 _a658.8 _bD.S.M
100	1		_aDibb, Sally. _930086 _eauthor _d1963-
245	1		_aMarketing briefs : _ba revision and study guide / _cSally Dibb and Lyndon Simkin.
264		1	_aOxford : _bButterworth-Heinemann, _c 2001.
300			_axi, 351 pages ; _c25 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aIncludes index.
500			_a"Published in association with the Chartered Institute of Marketing.".
505	0		_aFront 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.
520			_aComplementing 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.
650		0	_aMarketing. _930087
650		0	_aMarketing _vStudy guides. _xExaminations _930088
700	1		_aSimkin, Lyndon. _930089 _ejoint author
710			_aChartered Institute of Marketing. _930090
942			_cBK _2ddc