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Complementing 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, while their Thomson Learning text, 'The Marketing Casebook: Cases and Concepts', has just been revised and is the most widely used marketing casebook.
From understanding customers, branding and positioning, relationship marketing, social responsibility through to value-based marketing and one-to-one marketing, this book covers all the issues the modern marketer must address.
The text itself is organized into short structured chapters, the Briefs, each including:
• Core definitions
• A bulleted key point overview
• Thorough yet concise explanation of the concept and primary issues
• Illustrative examples
• A selection of examination style case, essay and applied questions
• Recommended further reading and sources.
Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.
The short, snappy and succinct nature of the book
structured chapters, which include a bulleted overview, illustrative examples and example examination questions and further reading / sources
companion website to support the text (http://www.bh.com/companions/0750653868)
Audience: Undergraduate and postgraduate students undertaking a marketing course as well as CIM students.
Introduction; The Marketing Briefs: Marketing defined, Types of markets, Marketing analyses - Buyer behaviour, Competition, The marketing environment, Marketing research and forecasting, Target market strategy, Branding, Marketing mix - Products, Promotion, Place, Price, Marketing Planning, Implementation, Controls, Ethics and social responsability in marketing; Answers to Questions in the Marketing Briefs; Revising for Examinations: Tips and Guidance; Specimen Examination Papers and Answer Guides; Glossary of Key Terms.