04107nam 2200697Ia 450 991078445970332120200520144314.01-136-38051-51-281-05248-597866110524850-08-047921-9(CKB)1000000000350385(EBL)294246(OCoLC)476057553(SSID)ssj0000198046(PQKBManifestationID)11169072(PQKBTitleCode)TC0000198046(PQKBWorkID)10169885(PQKB)10950466(Au-PeEL)EBL294246(CaPaEBR)ebr10185908(CaONFJC)MIL105248(PPN)170239160(MiAaPQ)EBC294246(EXLCZ)99100000000035038520031218d2004 uy 0engur|n|---|||||txtccrMarketing briefs[electronic resource] a revision study guide /Sally Dibb and Lyndon Simkin2nd ed.Amsterdam ;Oxford Elsevier Butterworth-Heinemann20041 online resource (377 p.)Previous ed.: Oxford : Butterworth-Heinemann, 2001.1-138-14593-9 0-7506-6200-X Includes bibliographies and index.Marketing Briefs: A Revision and Study Guide; Copyright; Contents; Preface; About the Authors; About the Briefs; The Marketing Briefs; 1 Defining Marketing; 2 Relationship Marketing; 3 Marketing Orientation; 4 The Marketing Environment; 5 PEST and SWOT Analyses; 6 Consumer Buying Behaviour; 7 Business-to-Business Buying Behaviour; 8 Customer Relationship Management (CRM); 9 Marketing Research; 10 Forecasting in Marketing; 11 Market Segmentation; 12 Targeting; 13 Brand and Product Positioning; 14 Branding; 15 Products; 16 The Product Life Cycle (PLC); 17 Product Portfolios; 18 Packaging19 Service Products20 Advertising; 21 Public Relations; 22 Sponsorship; 23 Personal Selling and Sales Management; 24 Sales Promotion; 25 Direct Mail; 26 Direct Marketing; 27 The Internet; 28 Marketing Channels; 29 Wholesaling and Physical Distribution Management (PDM); 30 Pricing Concepts; 31 Setting Prices; 32 The Marketing Mix; 33 Marketing Strategy; 34 Competitive Forces and Strategies; 35 Competitive Advantage; 36 Marketing Planning; 37 Implementation and Controls; 38 The Marketing Audit; 39 Performance Measures in Marketing; 40 Internal Marketing; 41 International Marketing42 Consumer Marketing43 Business-to-Business Marketing; 44 The Marketing of Services; 45 Non-Business Marketing; 46 Retail Marketing; 47 Social Responsibility in Marketing; 48 Marketing Ethics; 49 Value-Based Marketing; 50 One-to-One Marketing; Answers to Questions in the Marketing Briefs; Revising for Examinations: Tips and Guidance; Specimen Examination Papers and Answer Guides; Glossary of Key Terms; IndexThis revised and updated second edition of Marketing Briefs: a revision study guide gives every marketing student the most comprehensive collection of definitive overviews of every key concept in the subject. 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, essayMarketingExaminations, questions, etcMarketingStudy and teachingMarketingManagementMarketingManagementProblems, exercises, etcMarketingMarketingStudy and teaching.MarketingManagement.MarketingManagement658.80076Dibb Sally1963-79379Simkin Lyndon1961-79382MiAaPQMiAaPQMiAaPQBOOK9910784459703321Marketing briefs3677959UNINA