| Title : | Marketing : concepts and strategies | | Material Type: | printed text | | Authors: | Sally Dibb, Author ; Lyndon Simkin, Author ; William M. Pride, Author ; O.C. Ferrell, Author | | Edition statement: | 9th | | Publisher: | London : Cengage Learning | | Publication Date: | 2023 | | Pagination: | 796 p. | | Layout: | ill b&w | | Size: | 34 mm | | ISBN (or other code): | 978-1-4737-7858-0 | | Price: | €73.30 | | General note: | The ninth edition of Marketing Concepts and Strategies has been fully updated to reflect the latest marketing themes, together with the authors' real-life practitioner expertise. The marketing world has gone digital as consumers rely on social media; new operational regulations abound on data compliance and privacy. Marketing has become more aligned to ethical, responsible and sustainability issues; the discipline has become more critical and reflective, and the pandemic has changed business strategies worldwide.
Key Features
* Gain valuable insight from engaging new and updated cases, including: Tesco on sustainability; the gig economy; and future of the high street.
* Discover the impact on marketing of COVID-19, Brexit, the UN's 17 sustainable development goals and social media influencers.
* Confront the issues that today's marketers must consider, with a wide range of highly topical pedagogical features.
Digital solutions
* This title is available with mindtap, a flexible online learning solution that provides you with all the tools you need to succeed including an interactive eReader, engaging multimedia, practice questions, assessment materials, revision aids,and analytics to help you track your progress.
* A fully updated companion website is available to support your course, including PowerPoint slides, a test bank, and Instructor's Manual.
| | Class number: | 658.8 | | Contents note: |
Part One: Marketing defined and marketing in context
1. The marketing concept; 2. Marketing strategy and understanding; 3. The marketing environment; 4. Marketing international markets and globalization
Part Two: Understanding and targeting customers
5. Consumer buying behaviour; 6. Business markets and business buying behaviour; 7. Segmenting markets; 8. Targeting and positioning; 9. Marketing research
Part Three: Marketing programmes - products and services, brands, place and channels, promotion and marketing communications, digital and pricing
10. Product decisions; 11. Branding and packaging; 12. Developing products and managing product portfolios; 13. The marketing of services; 14. Marketing channels; 15. Channel players and physical distribution; 16. An overview of marketing communications; 17. Advertising, public relations and sponsorship; 18. Sales management, sales promotion, direct mail, direct marketing and the internet; 19. Digital marketing; 20. Pricing; 21. Modifying the marketing mix for business markets, services and in international marketing
Part Four: Marketing management
22. Marketing planning and forecasting sales potential; 23. Implementing strategies, internal marketing relationships and measuring performance; 24. Responsible marketing |
Marketing : concepts and strategies [printed text] / Sally Dibb, Author ; Lyndon Simkin, Author ; William M. Pride, Author ; O.C. Ferrell, Author . - 9th . - London : Cengage Learning, 2023 . - 796 p. : ill b&w ; 34 mm. ISBN : 978-1-4737-7858-0 : €73.30 The ninth edition of Marketing Concepts and Strategies has been fully updated to reflect the latest marketing themes, together with the authors' real-life practitioner expertise. The marketing world has gone digital as consumers rely on social media; new operational regulations abound on data compliance and privacy. Marketing has become more aligned to ethical, responsible and sustainability issues; the discipline has become more critical and reflective, and the pandemic has changed business strategies worldwide.
Key Features
* Gain valuable insight from engaging new and updated cases, including: Tesco on sustainability; the gig economy; and future of the high street.
* Discover the impact on marketing of COVID-19, Brexit, the UN's 17 sustainable development goals and social media influencers.
* Confront the issues that today's marketers must consider, with a wide range of highly topical pedagogical features.
Digital solutions
* This title is available with mindtap, a flexible online learning solution that provides you with all the tools you need to succeed including an interactive eReader, engaging multimedia, practice questions, assessment materials, revision aids,and analytics to help you track your progress.
* A fully updated companion website is available to support your course, including PowerPoint slides, a test bank, and Instructor's Manual. | Class number: | 658.8 | | Contents note: |
Part One: Marketing defined and marketing in context
1. The marketing concept; 2. Marketing strategy and understanding; 3. The marketing environment; 4. Marketing international markets and globalization
Part Two: Understanding and targeting customers
5. Consumer buying behaviour; 6. Business markets and business buying behaviour; 7. Segmenting markets; 8. Targeting and positioning; 9. Marketing research
Part Three: Marketing programmes - products and services, brands, place and channels, promotion and marketing communications, digital and pricing
10. Product decisions; 11. Branding and packaging; 12. Developing products and managing product portfolios; 13. The marketing of services; 14. Marketing channels; 15. Channel players and physical distribution; 16. An overview of marketing communications; 17. Advertising, public relations and sponsorship; 18. Sales management, sales promotion, direct mail, direct marketing and the internet; 19. Digital marketing; 20. Pricing; 21. Modifying the marketing mix for business markets, services and in international marketing
Part Four: Marketing management
22. Marketing planning and forecasting sales potential; 23. Implementing strategies, internal marketing relationships and measuring performance; 24. Responsible marketing |
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