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Marketing

Marketing

by O.C.Ferrell (Author), WilliamM.Pride (Author), Lyndon Simkin (Author), SallyDibb (Author)

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    Paperback 2012

    $3.28
Synopsis

Perfect for students of all backgrounds and interest levels, the sixth edition of Dibb, Simkin, Pride and Ferrell's Marketing: Concepts and Strategies combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation. The text takes students beyond the marketing mix, to recognize that in addition to producing and executing marketing programs, the marketing philosophy can add much strategic direction and market insight to an organization's strategizing. The world for marketers has gone digital, consumers communicate readily 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. All these developments are key themes in this new edition. This textbook is autopackaged with CourseMate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.

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More Information

Format: Paperback
 Pages: 896
 Edition: European ed of 6th revised ed
 Publisher: Cengage Learning EMEA
Published: 15 Apr 2012
ISBN 10: 1408032147
ISBN 13: 9781408032145

Media Reviews
PART ONE - MARKETING DEFINED AND MARKETING IN CONTEXT Chapter 1 - The Marketing Concept Chapter 2 - Marketing Strategy and Understanding Competitors Chapter 3 - The Marketing Environment Chapter 4 - Marketing in International Markets and Globalisation PART TWO - UNDERSTANDING AND TARGETING CUSTOMERS Chapter 5 - Consumer Buying Behaviour Chapter 6 - Business Markets and Business Buying Behaviour Chapter 7 - Segmenting Markets and Customer Relationship Management Chapter 8- Targeting and Positioning Chapter 9 - Marketing Research PART THREE - PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS Chapter 10 - Product Decisions Chapter 11 - Branding and Packaging Chapter 12 - Developing Products and Managing Product Portfolios Chapter 13 - The Marketing of Services PART FOUR - PLACE/DISTRIBUTION/MARKETING CHANNEL DECISIONS Chapter 14 - Marketing Channels Chapter 15 - Channel Players and Physical Distribution PART FIVE - PROMOTION/MARKETING COMMUNICATION DECISIONS Chapter 16 - An Overview of Marketing Communications Chapter 17 - Advertising, Public Relations and Sponsorship Chapter 18 - Sales Management, Sales Promotion, Direct Mail, the Internet and Direct Marketing PART SIX - PRICING DECISIONS Chapter 19 - Pricing PART SEVEN - MANIPULATING THE MARKETING MIX Chapter 20 - Modifying the Marketing Mix for Business Markets, Services and in International Marketing PART EIGHT - MARKETING MANAGEMENT Chapter 21 - Marketing Planning and Forecasting Sales Potential Chapter 22 - Implementing Strategies, Internal Marketing Relationships and Measuring Performance Chapter 23 - Responsible Marketing
Author Bio
O. C. Ferrell (Ph.D., Louisiana State University) is University Distinguished Professor of Business Ethics at Belmont University. He most recently served nine years as University Distinguished Professor of Marketing and Creative Enterprise Scholar at the University of New Mexico. His academic research focuses on ethical decision-making, stakeholder relationships and social responsibility. He is a leading author in marketing ethics and stakeholder orientation to achieve marketing performance in organizations. Dr. Ferrell is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee twice. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is Vice President of Publications for the Academy of Marketing Science. He has received the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science. Dr. Ferrell is the co-author of 20 books and more than 100 articles. His articles have been published in the Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science, and The Academy of Management Executive, as well as other journals. His MARKETING: CONCEPTS AND STRATEGY TEXT, co-authored with Dr. William Pride, is one of the most widely adopted principles of marketing text in the world. BUSINESS ETHICS: ETHICAL DECISION MAKING AND CASES, co-authored with John Fraedrich and Linda Ferrell, is one of today's leading business ethics texts. Dr. Ferrell has served as an expert witness on marketing issues for numerous legal cases, has been quoted in leading business publications, such as USA Today and Wall Street Journal, and has appeared on The Today Show to discuss marketing issues. Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca. Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers. William Pride (Ph.D., Louisiana State University) is a professor of marketing in the Mays Business School, Texas A&M University. In addition to this text, he is co-author of a market-leading principles of marketing book. Dr. Pride's research interests include advertising, promotion, and distribution channels, and his research articles have appeared in major professional journals, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances, and the Marketing Management Association. He has received the Marketing Fellow Award from the Society of Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.