LEADER 04115nam 2200709Ia 450 001 9910809963603321 005 20200520144314.0 010 $a1-136-38051-5 010 $a1-281-05248-5 010 $a9786611052485 010 $a0-08-047921-9 035 $a(CKB)1000000000350385 035 $a(EBL)294246 035 $a(OCoLC)476057553 035 $a(SSID)ssj0000198046 035 $a(PQKBManifestationID)11169072 035 $a(PQKBTitleCode)TC0000198046 035 $a(PQKBWorkID)10169885 035 $a(PQKB)10950466 035 $a(Au-PeEL)EBL294246 035 $a(CaPaEBR)ebr10185908 035 $a(CaONFJC)MIL105248 035 $a(PPN)170239160 035 $a(FR-PaCSA)10155455 035 $a(MiAaPQ)EBC294246 035 $a(EXLCZ)991000000000350385 100 $a20031218d2004 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMarketing briefs $ea revision study guide /$fSally Dibb and Lyndon Simkin 205 $a2nd ed. 210 $aAmsterdam ;$aOxford $cElsevier Butterworth-Heinemann$d2004 215 $a1 online resource (377 p.) 300 $aPrevious ed.: Oxford : Butterworth-Heinemann, 2001. 311 $a1-138-14593-9 311 $a0-7506-6200-X 320 $aIncludes bibliographies and index. 327 $aMarketing 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 Packaging 327 $a19 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 Marketing 327 $a42 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; Index 330 $aThis 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, essay 606 $aMarketing$vExaminations, questions, etc 606 $aMarketing$xStudy and teaching 606 $aMarketing$xManagement 606 $aMarketing$xManagement$vProblems, exercises, etc 615 0$aMarketing 615 0$aMarketing$xStudy and teaching. 615 0$aMarketing$xManagement. 615 0$aMarketing$xManagement 676 $a658.80076 700 $aDibb$b Sally$f1963-$079379 701 $aSimkin$b Lyndon$f1961-$079382 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910809963603321 996 $aMarketing briefs$94111729 997 $aUNINA