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Marketing : concepts and strategies.

Contributor(s): Material type: TextTextPublication details: Boston, Mass. ; Abingdon : Houghton Mifflin, c2006.Edition: 5th European ed. / Sally Dibb ... [et al.]Description: xviii, 878 p. : col. ill. ; 26 cmISBN:
  • 9780618532032 (pbk.) :
  • 9780618532032
Subject(s): DDC classification:
  • 658.8 DIB
Contents:
1.An overview of the marketing concept -- 2.Marketing strategy -- 3.The marketing environment -- 4.The Internet, technology in marketing and CRM -- 5.Marketing in international markets -- 6.Consumer buying behaviour -- 7.Business markets and business buying behaviour -- 8.Segmenting markets, targeting and positioning -- 9.Marketing research and marketing information systems -- 10.Product decisions -- 11.Branding and packaging -- 12.Developing products and managing product portfolios -- 13.The marketing of services -- 14.Marketing channels -- 15.Wholesalers, distributors and physical distribution -- 16.Retailing -- 17.An overview of marketing communications -- 18.Advertising, public relations and sponsorship -- 19.Sales management, sales promotion, direct mail, the Internet and direct marketing -- 20.Pricing concepts -- 21.Setting prices -- 22.Modifying the marketing mix for business markets, services and in international marketing -- 23.Marketing planning and forecasting sales potential -- 24.Implementing strategies, internal marketing relationships and measuring performance -- 25.Social responsibility and marketing ethics -- 26.Case study analysis, exam revision tips and careers in marketing.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 DIB (Browse shelf(Opens below)) 1 Available 00214395
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 DIB (Browse shelf(Opens below)) 1 Available 207542
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 DIB (Browse shelf(Opens below)) 1 Available 207539
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 DIB (Browse shelf(Opens below)) 1 Available 207541

Previous ed.: 2000.

Includes bibliographical references and index.

1.An overview of the marketing concept -- 2.Marketing strategy -- 3.The marketing environment -- 4.The Internet, technology in marketing and CRM -- 5.Marketing in international markets -- 6.Consumer buying behaviour -- 7.Business markets and business buying behaviour -- 8.Segmenting markets, targeting and positioning -- 9.Marketing research and marketing information systems -- 10.Product decisions -- 11.Branding and packaging -- 12.Developing products and managing product portfolios -- 13.The marketing of services -- 14.Marketing channels -- 15.Wholesalers, distributors and physical distribution -- 16.Retailing -- 17.An overview of marketing communications -- 18.Advertising, public relations and sponsorship -- 19.Sales management, sales promotion, direct mail, the Internet and direct marketing -- 20.Pricing concepts -- 21.Setting prices -- 22.Modifying the marketing mix for business markets, services and in international marketing -- 23.Marketing planning and forecasting sales potential -- 24.Implementing strategies, internal marketing relationships and measuring performance -- 25.Social responsibility and marketing ethics -- 26.Case study analysis, exam revision tips and careers in marketing.

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