PART ONE - MARKETING DEFINED AND MARKETING IN CONTEXT Chapter 1 - The Marketing Concept Chapter 2 - Marketing Strategy and Understanding Competitors Chapter 3 - The Marketing Environment Chapter 4 - Marketing in International Markets and Globalisation PART TWO - UNDERSTANDING AND TARGETING CUSTOMERS Chapter 5 - Consumer Buying Behaviour Chapter 6 - Business Markets and Business Buying Behaviour Chapter 7 - Segmenting Markets and Customer Relationship Management Chapter 8- Targeting and Positioning Chapter 9 - Marketing Research PART THREE - PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS Chapter 10 - Product Decisions Chapter 11 - Branding and Packaging Chapter 12 - Developing Products and Managing Product Portfolios Chapter 13 - The Marketing of Services PART FOUR - PLACE/DISTRIBUTION/MARKETING CHANNEL DECISIONS Chapter 14 - Marketing Channels Chapter 15 - Channel Players and Physical Distribution PART FIVE - PROMOTION/MARKETING COMMUNICATION DECISIONS Chapter 16 - An Overview of Marketing Communications Chapter 17 - Advertising, Public Relations and Sponsorship Chapter 18 - Sales Management, Sales Promotion, Direct Mail, the Internet and Direct Marketing PART SIX - PRICING DECISIONS Chapter 19 - Pricing PART SEVEN - MANIPULATING THE MARKETING MIX Chapter 20 - Modifying the Marketing Mix for Business Markets, Services and in International Marketing PART EIGHT - MARKETING MANAGEMENT Chapter 21 - Marketing Planning and Forecasting Sales Potential Chapter 22 - Implementing Strategies, Internal Marketing Relationships and Measuring Performance Chapter 23 - Responsible MarketingReseña del editor:
Perfect for Students of all backgrounds and interest levels, the sixth edition of Dibb, Simpkin, Pride and Ferrell's "Marketing Concepts and Strategies" combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation. The text takes students beyond the marketing mix, to recognize that in addition (sic) to producing and executing marketing programs, the marketing philosophy can add much strategic direction and market insight to an organization's strategizing. The sixth edition includes the most current coverage of marketing strategies and concepts with extensive real-world examples, and coverage of key new developments in the field.
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