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Marketing Essentials (with CourseMate and eBook Access Card) By Sally Dibb

Marketing Essentials (with CourseMate and eBook Access Card)

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Explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This title follows a logical structure enabling students to see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy.

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Marketing Essentials (with CourseMate and eBook Access Card) Summary


Marketing Essentials (with CourseMate and eBook Access Card) by Sally Dibb

Marketing Essentials 2e explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical. Marketing Essentials follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy. Marketing Essentials is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses.

Customer Reviews - Marketing Essentials (with CourseMate and eBook Access Card)


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Marketing Essentials (with CourseMate and eBook Access Card) Reviews


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.

About Sally Dibb


SALLY DIBB Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

Table of Contents


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.

Additional information

GOR006129562
Marketing Essentials (with CourseMate and eBook Access Card) by Sally Dibb
Sally Dibb
Used - Very Good
Hardback
Cengage Learning EMEA
2013-02-22
512
140807592X
9781408075920
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.