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Marketing: Concepts and Strategies By O. C. Ferrell

Marketing: Concepts and Strategies
by O. C. Ferrell

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12 in stock

Marketing: Concepts and Strategies Summary

Marketing: Concepts and Strategies by O. C. Ferrell

Throughout the 1980's Bill Pride and OC Ferrell's text led the way in the USA, with full colour design and cutting edge supplements for tutors. In the UK and Europe, tutors mainly used Kotler's or McCarthy's books. In 1991 Warwick-based Sally Dibb and Lyndon Simkin joined forces with Bill Pride and O.C. Ferrell to produce the first European edition of "Marketing: Concepts and Strategies". This trail-blazing Euro-text proved hugely popular with tutors and students, prompting rival publishers to sponsor a host of poor imitations. Each new edition of "Marketing: Concepts and Strategies" is a full re-write, never a minor revision. The best and most popular features from the previous edition are retained, while peer suggestions coupled with Sally and Lyndon's experience at Warwick Business School lead to a topical and insightful set of additions and improvements. In this way, existing tutors find there is convenient synergy between their course structures and the revised content, while students benefit from coverage of the leading-edge concepts and thinking in the discipline. A significant change for the 5th edition has been the incorporation of practitioners' views about the role of marketing, from leading exponents in Calor, Fujitsu and Tilda, to name only some. Just as truly effective marketing for practitioners require the word "strategic" placing in front of "marketing", this addition of "Marketing: Concepts and Strategies" has put greater emphasis on the process and associated concepts of strategic marketing. As a result, this edition is genuinely applicable to undergraduates, MBAs or college students studying for professional exams. Recommended by The Chartered Institute of Marketing.

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Marketing: Concepts and Strategies Reviews

"Sally Dibb and Lyndon Simkin rank amongst the best marketing authors in the world. They are meticulous in their work and bring a real world orientation to everything they write. This particular book has an outstanding heritage based as it is on years of first class research and practice. It is rare to find a marketing book so readable and so enlightening. I commend it to you."

Table of Contents

Part 1: MARKETING DEFINED AND IN CONTEXT. 1. The marketing concept and marketing orientation. 2. Marketing strategy. 3. The marketing environment. 4. The Internet and technology in Marketing. 5. International marketing. Part 2: UNDERSTANDING AND TARGETING CUSTOMERS. 6. Consumer buying behaviour. 7. Organisational markets and business-to-business buying behaviour. 8. Segmenting markets, targeting and positioning. 9. Marketing research and marketing information systems. Part 3: PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS. 10. Product decisions. 11. Branding and packaging. 12. Developing products and managing product portfolios. 13. The marketing of services. Part 4: PLACE (DISTRIBUTION AND MARKETING CHANNEL) DECISIONS. 14. Marketing channels. 15. Wholesalers, distributors, and physical distribution. 16. Retailing. Part 5: PROMOTION (MARKETING COMMUNICATIONS) DECISIONS. 17. An overview of marketing communications. 18. Advertising, public relations and sponsorship. 19. Sales management, sales promotion, direct mail and direct marketing. Part 6: PRICING DECISIONS. 20. Pricing concepts. 21. Setting prices. Part 7: MANIPULATING THE MARKETING MIX. 22. Modifying the marketing mix for various markets. Part 8: MARKETING MANAGEMENT. 23. Marketing planning and forecasting sales potential. 24. Implementing strategies, internal marketing relationships and measuring performance. 25. Marketing ethics and social responsibility. Part 9: STUDYING AND WORKING IN MARKETING. 26. Case study analysis, examination revision and marketing careers.

Additional information

Marketing: Concepts and Strategies by O. C. Ferrell
O. C. Ferrell
Used - Very Good
Cengage Learning, Inc
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.