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Marketing concepts and strategies / Sally Dibb, Lyndon Simkin, William M. Pride, O.C. Ferrell.

By: Contributor(s): Material type: TextTextPublisher: Australia : Cengage Learning, 2016Edition: Seventh editionDescription: xvi, 769 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781473725126
Subject(s): DDC classification:
  • 658.8 DI.M 2016 23
LOC classification:
  • HF5415 .P658 2003
Online resources:
Contents:
Intro -- Brief Contents -- Contents -- Preface -- Acknowledgements -- About the Authors -- Credits -- Part 1: Marketing Defined and Marketing in Context -- Ch 1: The Marketing Concept -- Marketing Explained and Defined -- The Definitions of Marketing Explored -- The Marketing Process -- The Importance of Marketing -- The Marketing Concept and Its Evolution -- The Essentials of Marketing -- The Organization of This Book -- Summary -- Ch 2: Marketing Strategy and Understanding Competitors -- Marketing Strategy Defined -- Organizational Mission, Goals and Corporate Strategy -- Organizational Opportunities and Resources -- Strategic Objectives and Strategic Focus -- Target Market Strategy and Brand Positioning -- Competitive Advantage -- Competitive Positions and Differential Advantage -- Marketing Objectives -- Marketing Mix Decisions -- Implementation and Performance Monitoring -- Summary -- Ch 3: The Marketing Environment -- Examining and Responding to the Marketing Environment -- Political Forces -- Legal Forces -- Regulatory Forces -- Societal Forces -- Technological Forces -- Economic and Competitive Forces -- The Micro Marketing Environment -- The Marketing Environment and Strategic Opportunities -- Summary -- Ch 4: Marketing in International Markets and Globalization -- Involvement in International Marketing -- International Marketing Intelligence -- Environmental Forces in International Markets -- Regional Trade Alliances and Markets -- Alternative Market Entry Strategies -- Customization versus the Globalization of International Marketing Strategies -- Summary -- Part 2: Understanding and Targeting Customers -- Ch 5: Consumer Buying Behaviour -- Types of Consumer Buying Behaviour -- The Consumer Buying Decision Process -- Personal Factors Influencing the Buying Decision Process -- Psychological Factors Influencing the Buying Decision Process -- Social Factors Influencing the Buying Decision Process -- The Impact of New Thinking and New Technologies -- Understanding Consumer Behaviour -- Summary -- Ch 6: Business Markets and Business Buying Behaviour -- Types of Business Market -- Dimensions of Business Buying -- Business Buying Decisions -- Selection and Analysis of Business Markets -- Marketing's Variations in Business Markets -- Summary -- Ch 7: Segmenting Markets -- What are Markets? -- What is Market Segmentation? -- Segmenting, Targeting and Positioning -- Segmentation Variables -- Segmentation Effectiveness -- CRM -- Summary -- Ch 8: Targeting and Positioning -- Segmentation Targeting Strategies -- Target Market Attractiveness and Opportunity Selection -- Evaluating Markets and Forecasting Sales -- Marketing Programmes -- Positioning -- Summary -- Ch 9: Marketing Research -- The Importance of Marketing Research -- The Marketing Research Process -- Step 1: Locating and Defining Problems or Research Issues -- Step 2: Designing the Research -- Step 3: Collecting Data -- Step 4: Analyzing and Interpreting Research Findings -- Step 5: Reporting Research Findings -- Using Technology to Improve Marketing Information Gathering and Analysis -- The Importance of Ethical Marketing Research -- Summary -- Part 3: Marketing Programmes -- Products and Services, Brands, Place and Channels, Promotion and Marketing Communications , Digital and Pricing -- Ch 10: Product Decisions -- What is a Product? -- Product Life Cycles -- Why Some Products Fail and Others Succeed -- Summary -- Ch 11: Branding and Packaging -- Branding -- Brand Personality, Values and Attributes -- Packaging and Labelling -- Summary -- Ch 12: Developing Products and Managing Product Portfolios -- Organizing to Manage Products -- New Product Development -- Product Adoption Process -- Product Life Cycle Management -- Tools for Managing Product Portfolios -- Summary -- Ch 13: The Marketing of Services -- The Nature and Importance of Services -- Classification of Services -- Developing Marketing Strategies for Services -- Service Quality -- Non-Profit Marketing -- Summary -- Ch 14: Marketing Channels -- The Nature of Marketing Channels and Supply Chain Management -- Functions of Marketing Channels -- Types of Channel -- Channel Integration -- Different Levels of Market Coverage -- Choosing Distribution Channels -- Behaviour of Channel Members -- Legal Issues in Channel Management -- Summary -- Ch 15: Channel Players and Physical Distribution -- The Nature and Importance of Wholesaling -- The Activities of Wholesalers -- Classifying Wholesalers -- Facilitating Agencies -- Retailing -- Physical Distribution -- Summary -- Ch 16: An Overview of Marketing Communications -- The Role of Promotion -- The Communication Process -- Promotion and the Product Adoption Process -- Aims of Promotion -- The Promotional Mix -- Summary -- Ch 17: Advertising, Public Relations and Sponsorship -- The Nature of Advertising -- The Uses of Advertising -- Developing an Advertising Campaign -- Who Develops the Advertising Campaign? -- Publicity and Public Relations -- Sponsorship -- Summary -- Ch 18: Sales Management, Sales Promotion, Direct Mail, the Internet, Digital and Direct Marketing -- The Nature of Personal Selling and Sales Management -- Elements of the Personal Selling Process -- Types of Sales People -- Management of the Salesforce -- Key Account Management -- Sales Promotion -- Sales Promotion Methods -- Direct Mail -- The Internet and Digital Marketing -- Digital Marketing, Mobile and Social Media -- Direct Marketing -- Summary -- Ch 19: Digital Marketing -- Digital Marketing -- Summary -- Ch 20: Pricing -- The Characteristics and Role of Price -- Price and Non-Price Competition -- Factors Affecting Pricing Decisions -- Pricing for Business Markets -- Stages for Establishing Prices -- Summary -- Ch 21: Modifying the Marketing Mix for Business Markets, Services and in International Marketing -- Characteristics of Business Marketing Mixes -- Amending the Marketing Mix for Services -- Strategic Adaptation of Marketing Mixes for International Markets -- Summary -- Part 4: Marketing Management -- Ch 22: Marketing Planning and Forecasting Sales Potential -- Marketing Planning -- Market and Sales Potential and Sales Forecasting -- The Marketing Audit -- Summary -- Ch 23: Implementing Strategies, Internal Marketing Relationships and Measuring Performance -- Organizing Marketing Activities -- Marketing Implementation -- Concepts Related to Marketing Implementation -- Controlling Marketing Activities -- Methods of Evaluating Performance -- Summary -- Ch 24: Responsible Marketing -- Social Responsibility -- Marketing Ethics -- Incorporating Social Responsibility and Ethics into Marketing Decisions -- Social Marketing -- Current Hot Topics in the Marketing Discipline -- Summary -- Notes -- Glossary -- Index --
Summary: This edition has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also from a practicioner's perspective. In particular, the world for marketers has gone digital, consumers communicate with each other via social media; Marketing has become more aligned to ethical responsible and sustainability issues; and Marketing as an academic discipline has become more critical and reflective.
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Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Available 210869
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Available 191775
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Available 191776
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Available 191777
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Withdrawn 191778
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Withdrawn 191779
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Withdrawn 191780
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Missing Not For Loan 191781
Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Available 191782
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Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Withdrawn Not For Loan 191784
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Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Checked out 05/20/2024 191176
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Books Books The Knowledge Hub Library Business 658.8 DI.M 2016 (Browse shelf(Opens below)) Available 191181

Includes bibliographical references (pages 744-762) and index.

Intro -- Brief Contents -- Contents -- Preface -- Acknowledgements -- About the Authors -- Credits -- Part 1: Marketing Defined and Marketing in Context -- Ch 1: The Marketing Concept -- Marketing Explained and Defined -- The Definitions of Marketing Explored -- The Marketing Process -- The Importance of Marketing -- The Marketing Concept and Its Evolution -- The Essentials of Marketing -- The Organization of This Book -- Summary -- Ch 2: Marketing Strategy and Understanding Competitors -- Marketing Strategy Defined -- Organizational Mission, Goals and Corporate Strategy -- Organizational Opportunities and Resources -- Strategic Objectives and Strategic Focus -- Target Market Strategy and Brand Positioning -- Competitive Advantage -- Competitive Positions and Differential Advantage -- Marketing Objectives -- Marketing Mix Decisions -- Implementation and Performance Monitoring -- Summary -- Ch 3: The Marketing Environment -- Examining and Responding to the Marketing Environment -- Political Forces -- Legal Forces -- Regulatory Forces -- Societal Forces -- Technological Forces -- Economic and Competitive Forces -- The Micro Marketing Environment -- The Marketing Environment and Strategic Opportunities -- Summary -- Ch 4: Marketing in International Markets and Globalization -- Involvement in International Marketing -- International Marketing Intelligence -- Environmental Forces in International Markets -- Regional Trade Alliances and Markets -- Alternative Market Entry Strategies -- Customization versus the Globalization of International Marketing Strategies -- Summary -- Part 2: Understanding and Targeting Customers -- Ch 5: Consumer Buying Behaviour -- Types of Consumer Buying Behaviour -- The Consumer Buying Decision Process -- Personal Factors Influencing the Buying Decision Process -- Psychological Factors Influencing the Buying Decision Process -- Social Factors Influencing the Buying Decision Process -- The Impact of New Thinking and New Technologies -- Understanding Consumer Behaviour -- Summary -- Ch 6: Business Markets and Business Buying Behaviour -- Types of Business Market -- Dimensions of Business Buying -- Business Buying Decisions -- Selection and Analysis of Business Markets -- Marketing's Variations in Business Markets -- Summary -- Ch 7: Segmenting Markets -- What are Markets? -- What is Market Segmentation? -- Segmenting, Targeting and Positioning -- Segmentation Variables -- Segmentation Effectiveness -- CRM -- Summary -- Ch 8: Targeting and Positioning -- Segmentation Targeting Strategies -- Target Market Attractiveness and Opportunity Selection -- Evaluating Markets and Forecasting Sales -- Marketing Programmes -- Positioning -- Summary -- Ch 9: Marketing Research -- The Importance of Marketing Research -- The Marketing Research Process -- Step 1: Locating and Defining Problems or Research Issues -- Step 2: Designing the Research -- Step 3: Collecting Data -- Step 4: Analyzing and Interpreting Research Findings -- Step 5: Reporting Research Findings -- Using Technology to Improve Marketing Information Gathering and Analysis -- The Importance of Ethical Marketing Research -- Summary -- Part 3: Marketing Programmes -- Products and Services, Brands, Place and Channels, Promotion and Marketing Communications , Digital and Pricing -- Ch 10: Product Decisions -- What is a Product? -- Product Life Cycles -- Why Some Products Fail and Others Succeed -- Summary -- Ch 11: Branding and Packaging -- Branding -- Brand Personality, Values and Attributes -- Packaging and Labelling -- Summary -- Ch 12: Developing Products and Managing Product Portfolios -- Organizing to Manage Products -- New Product Development -- Product Adoption Process -- Product Life Cycle Management -- Tools for Managing Product Portfolios -- Summary -- Ch 13: The Marketing of Services -- The Nature and Importance of Services -- Classification of Services -- Developing Marketing Strategies for Services -- Service Quality -- Non-Profit Marketing -- Summary -- Ch 14: Marketing Channels -- The Nature of Marketing Channels and Supply Chain Management -- Functions of Marketing Channels -- Types of Channel -- Channel Integration -- Different Levels of Market Coverage -- Choosing Distribution Channels -- Behaviour of Channel Members -- Legal Issues in Channel Management -- Summary -- Ch 15: Channel Players and Physical Distribution -- The Nature and Importance of Wholesaling -- The Activities of Wholesalers -- Classifying Wholesalers -- Facilitating Agencies -- Retailing -- Physical Distribution -- Summary -- Ch 16: An Overview of Marketing Communications -- The Role of Promotion -- The Communication Process -- Promotion and the Product Adoption Process -- Aims of Promotion -- The Promotional Mix -- Summary -- Ch 17: Advertising, Public Relations and Sponsorship -- The Nature of Advertising -- The Uses of Advertising -- Developing an Advertising Campaign -- Who Develops the Advertising Campaign? -- Publicity and Public Relations -- Sponsorship -- Summary -- Ch 18: Sales Management, Sales Promotion, Direct Mail, the Internet, Digital and Direct Marketing -- The Nature of Personal Selling and Sales Management -- Elements of the Personal Selling Process -- Types of Sales People -- Management of the Salesforce -- Key Account Management -- Sales Promotion -- Sales Promotion Methods -- Direct Mail -- The Internet and Digital Marketing -- Digital Marketing, Mobile and Social Media -- Direct Marketing -- Summary -- Ch 19: Digital Marketing -- Digital Marketing -- Summary -- Ch 20: Pricing -- The Characteristics and Role of Price -- Price and Non-Price Competition -- Factors Affecting Pricing Decisions -- Pricing for Business Markets -- Stages for Establishing Prices -- Summary -- Ch 21: Modifying the Marketing Mix for Business Markets, Services and in International Marketing -- Characteristics of Business Marketing Mixes -- Amending the Marketing Mix for Services -- Strategic Adaptation of Marketing Mixes for International Markets -- Summary -- Part 4: Marketing Management -- Ch 22: Marketing Planning and Forecasting Sales Potential -- Marketing Planning -- Market and Sales Potential and Sales Forecasting -- The Marketing Audit -- Summary -- Ch 23: Implementing Strategies, Internal Marketing Relationships and Measuring Performance -- Organizing Marketing Activities -- Marketing Implementation -- Concepts Related to Marketing Implementation -- Controlling Marketing Activities -- Methods of Evaluating Performance -- Summary -- Ch 24: Responsible Marketing -- Social Responsibility -- Marketing Ethics -- Incorporating Social Responsibility and Ethics into Marketing Decisions -- Social Marketing -- Current Hot Topics in the Marketing Discipline -- Summary -- Notes -- Glossary -- Index --

This edition has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also from a practicioner's perspective. In particular, the world for marketers has gone digital, consumers communicate with each other via social media; Marketing has become more aligned to ethical responsible and sustainability issues; and Marketing as an academic discipline has become more critical and reflective.

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