Marketing :  concepts and strategies. 

 - 5th European ed. /  Sally Dibb ... [et al.]. 
 - Boston, Mass. ;  Abingdon :  Houghton Mifflin,  c2006. 
 - xviii, 878 p. :  col. ill. ;  26 cm. 
<br/><br/> Previous ed.: 2000. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780618532032 (pbk.) :  £38.95 9780618532032 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Business and Management.<br/>Sales & marketing
<br/><br/><label>Dewey Class. No.: </label>658.8 DIB