Marketing Briefs

ISBN-13: 9780750662000 / Angielski / Miękka / 2004 / 376 str.

Sally Dibb

Opis

Gives marketing students the collection of overviews of various key concepts in the subject. This text is organized into short chapters, each including: core definitions; a bulleted key point overview; explanation of the concept and primary issues; illustrative examples; and, a selection of examination style case, essay and applied questions.

Recenzje

"An overdue and much-needed aid to support students' learning and revision in marketing, which will be a highly effective contribution."

Professor Nigel F Piercy, Professor in Marketing, Warwick Business School.

Spis treści

Introduction; The Marketing Briefs: Marketing defined, Types of markets, Marketing analyses - Buyer behaviour, Competition, The marketing environment, Marketing research and forecasting, Target market strategy, Branding, Marketing mix - Products, Promotion, Place, Price, Marketing Planning, Implementation, Controls, Ethics and social responsability in marketing; Answers to Questions in the Marketing Briefs; Revising for Examinations: Tips and Guidance; Specimen Examination Papers and Answer Guides; Glossary of Key Terms.

O autorze

Sally Dibb, Lyndon Simkin