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Marketing Briefs: A Revision and Study Guide

Marketing Briefs: A Revision and Study Guide

by Lyndon Simkin (Editor), Lyndon Simkin (Editor), Sally Dibb (Author)

  • Used

    Paperback 2001

    $3.26

  • Used

    Paperback 2004

    $3.26

  • New

    Paperback 2004

    $39.31
Synopsis

Complementing Dibb and Simkin's established reputation in their field, this text presents a punchy overview of the leading 50 themes of marketing, each concisely summarized for revision purposes or quick-learning. While appealing primarily to students undertaking marketing exams, many practitioners will also find this 'glossary of current marketing' hard to resist. The title builds on the earlier works of Dibb and Simkin, whose Houghton Mifflin text, 'Marketing: Concepts and Strategies', is the current business school market leading text in the United Kingdom, while their Thomson Learning text, 'The Marketing Casebook: Cases and Concepts', has just been revised and is the most widely used marketing casebook. From understanding customers, branding and positioning, relationship marketing, social responsibility through to value-based marketing and one-to-one marketing, this book covers all the issues the modern marketer must address. 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 and applied questions * Recommended further reading and sources. Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.

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More Information

Format: Paperback
 Pages: 368
 Publisher: A Butterworth-Heinemann Title
Published: 10 Sep 2001
ISBN 10: 0750653868
ISBN 13: 9780750653862

Media Reviews
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 of Strategic Marketing Cranfield School of Management A long-awaited compilation of marketing topics for students, the work is very relevant and well presented, especially for revision purposes. The topics are well explained, with key concepts and issues being highlighted, and their concise nature means students can use the book as an 'aide-memoire' and reference text Dr Nittin Essoo Lecturer in Marketing Management Loughborough University Dibb and Simkin have done it again with Marketing Briefs . A marketing textbook that answers and satisfies what every reader demands- concise, in-depth, succinct and most importantly easy to read! A textbook that deservedly should be on the bookshelf of any person involved in marketing, whether they be academics, practioner or students. Andrew Lindridge UMIST This is an outstandingly useful book for both students and instructors. It is just the kind of book that I wished for as a student. It is not a textbook and yet much more than a revision aid. Instead, this book focuses on 50 key topics within marketing. The approach, though, is not about rote learning, it is about achieving an understanding of marketing. Here, definitions are followed by summaries and explanations, which offer real-life examples. To round off, there are examination style questions and answers. I feel that if you can understand and familiarise yourself with the contents of this book, I do not see how you could fail a marketing exam. From the key definitions of marketing incorporating concepts of mutually beneficial exchanges and customer satisfaction, to new issues likely to greatly influence the future of marketing such as one-to-one marketing , this books offers the coverage to encompass them all. It is doubtful that you could obtain more concise explanations or better working definitions than are to be found here. Besides, at the end of each of those fifty topics there are suggestions for further reading. This is a recommended buy for students and for all who teach marketing as this book could have a great impact on student understanding and thus examination performance. In producing this book the two authors have done a great service to all marketing students, to marketing education and to the marketing profession. Stanley J. Paliwoda Professor of International Marketing Head, Department of Commerce University of Birmingham
Author Bio
Sally Dibb completed her Management Science degree and MSc (by research, industrial marketing) at UMIST before completing her PhD in consumer modelling at Warwick Business School. Sally has been lecturing at Warwick since the mid-1980s and ran the Distance Learning MBA marketing programme before becoming Director of the School's core Management Science Degree. Sally is now Assistant Dean at Warwick Business School. She teaches at undergraduate, MBA and executive levels, principally marketing analysis, marketing strategy, buyer behaviour and promotions management. Until recently, Sally was a senior examiner for the UK's Chartered Institute of Marketing. Current research interests are in market segmentation, buyer behaviour and services marketing. Numerous journal papers cover each of these areas. In addition, Sally has co-authored Marketing: Concepts & Strategies, published by Houghton Mifflin (Boston MA), now in its fourth edition and adopted by most leading European business schools; The Marketing Casebook; and, The Marketing Planning Workbook and The Market Segmentation Workbook, all published by International Thomson Business Press (London). Consultancy activities include projects for, the principal focus being marketing planning and market segmentation. Dr Lyndon Simkin has been at Warwick, one of Europe's leading business schools, since 1986, teaching undergraduate, MBA and executive courses covering marketing analysis, buyer behaviour, marketing communications and marketing research. Lyndon created Warwick's MarComms courses for undergraduates and MBAs. Lyndon's research focuses on services marketing, particularly business-to-business services; retail modelling; market segmentation; marketing planning; and, promotions management. He has published widely in each of these areas. Lyndon is co-author of Europe's market leading text, Marketing: Concepts & Strategies, published by Houghton Mifflin (Boston, now in its fourth edition), plus The Marketing Casebook (now in its second edition), The Market Segmentation Workbook and The Marketing Planning Workbook, all published by International Thomson Business Press (London). Consultancy focuses on the development of marketing strategies at Board level, with programmes and processes to ensure their effective implementation. Recently he has been working extensively in businesses discovering marketing and competitive markets for the first time: notably electricity businesses as they face up to a completely deregulated marketplace; the Defence Research Agency (DRA), as the MoD's boffins are forced to seek business opportunities outside the MoD; and Andersen Consulting, as the area of business-to-business services moves into a new era of well-honed marketing strategies