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Marketing Essentials, 2nd Edition

Sally Dibb, Dr. Lyndon Simkin

  • {{checkPublicationMessage('Published', '2013-02-19T00:00:00+0000')}}
Starting At £48.79 See pricing and ISBN options
Marketing Essentials 2nd Edition by Sally Dibb/Dr. Lyndon Simkin

Overview

MARKETING ESSENTIALS 2/E

Sally Dibb

Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.

Dr. Lyndon Simkin

Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.
  • This second edition reflects how the world has gone digital so ensuring that students comprehend how social media, for example, has impacted marketing.
  • Additional coverage of critical themes and analyses broaden the text’s content to encompass a greater range of approaches to marketing and help students develop their critical thinking skills.
  • Updated coverage of ethical issues in marketing including sustainability and green marketing and the link between social responsibility and improved marketing performance. This coverage keeps students up-to-date with current developments in the field.
  • Considers the importance of marketing during an economic downturn so making readers aware of the key role of marketing in this real-world situation.
  • Now with CourseMate, a powerful interactive digital platform which includes the text as an e-book as well as online cases, additional testing and quizzing, student PowerPoint slides, financial analyses as used by marketers, internet exercises, and videos. This online tool brings concepts to life and reinforces students understanding of key concepts.
  • Each Part concludes with a full-length strategic case study and helps students understand the underlying importance of strategic marketing.
  • Draws on the authors’ extensive consultancy knowledge to illustrate to students how marketers use insights from marketing in practice
  • Includes insights from leading marketing practitioners thus allowing students to learn from marketing experts.
  • The concise nature of the text makes it perfect for shorter courses so providing students on these courses with a textbook tailored to their needs.
  • Superb pedagogical features (including case studies, boxed ‘insight’ features and both discussion and review questions) aid the understanding of key concepts.
  • A range of accompanying digital tools for lecturers teaching from the book including an ExamView testbank.
Part 1 – MARKETING DEFINIED AND MARKETING IN CONTEXT.
1. The Marketing Concept.
2. Marketing Strategy and Understanding Competitors.
Part 2 – UNDERSTANDING MARKETS.
3.The Marketing Environment.
4. Consumer Buying Behaviour.
5. Business Markets and Business Buying Behaviour.
6. Segmenting, Targeting and Positioning.
7. Marketing Research.
Part 3 – MARKETING PROGRAMMES.
8. Product Decisions.
9. Developing Products and Managing Product Portfolios.
10. The Marketing of Services.
11. Marketing Channels.
12. Pricing.
13. Marketing Communications.
14. Branding and Packaging.
Part 4 – MANAGING MARKETING.
15. Planning and Implementation.

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 140807995X
  • ISBN-13: 9781408079959
  • RETAIL £48.79

  • ISBN-10: 1408073684
  • ISBN-13: 9781408073681
  • RETAIL £62.99