Marketing Briefs
Author:   Sally Dibb ,  Lyndon Simkin
Publisher:   Taylor & Francis Ltd
Edition:   2nd edition
ISBN:  

9781138145931


Pages:   376
Publication Date:   01 August 2016
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Marketing Briefs


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Overview

This 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 and applied questions 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.

Full Product Details

Author:   Sally Dibb ,  Lyndon Simkin
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd edition
Weight:   0.453kg
ISBN:  

9781138145931


ISBN 10:   1138145939
Pages:   376
Publication Date:   01 August 2016
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

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.

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 in Marketing, Warwick Business School.


"""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."


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.


Author Information

Sally Dibb, Lyndon Simkin

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