Marketing essentials [printed text] / Sally Dibb ; Lyndon Simkin . - London : Cengage Learning, 2009 . - xviii, 457p. : charts, graphs ; 26 cm.
ISBN : 978-1-4080-1150-8

Class number:	658.8
Abstract:	Sally Dibb and Lyndon Simkin are a world-renowned author team. Their textbook Marketing: Concepts and Strategies has long been considered the introduction for students on principles of marketing courses. Now streamlined and made suitable for shorter courses, Marketing Essentials brings Dibb and Simkin’s well-established insight and accessible yet academically rigorous material to a new generation of students. Each chapter has been fully updated with topical, theoretical and practical material, lively examples, the views of practitioners and high quality graphics to aid students' understanding of marketing. A wealth of additional support is available to tutors and students on-line.
Contents note:	Part 1: Marketing Defined and Marketing in Context Chapter 1. The Marketing Concept; Chapter 2. Marketing Strategy; Part 2: Understanding Markets Chapter 3 The Marketing Environment; Chapter 4. Consumer Buying Behaviour; Chapter 5. Business Markets and Business Buying Behaviour; Chapter 6. Segmenting Markets, Targeting and Positioning; Chapter 7. Marketing Research; Part 3. Developing Marketing Programmes Chapter 8. Product Decisions; Chapter 9. Developing Products and Managing Product Portfolios; Chapter 10. The Marketing of Services; Chapter 11. Marketing Channels; Chapter 12. Pricing Concepts; Chapter 13. An Overview of Marketing Communications; Chapter 14. Branding;