Marketing Briefs: A Revision and Study Guide
- 1st Edition - September 10, 2001
- Imprint: Butterworth-Heinemann
- Author: Sally Dibb
- Editor: Lyndon Simkin
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 5 1 1 0 8 - 5
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… Read more
Purchase options
Institutional subscription on ScienceDirect
Request a sales quoteComplementing 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.
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.
The short, snappy and succinct nature of the book
structured chapters, which include a bulleted overview, illustrative examples and example examination questions and further reading / sources
structured chapters, which include a bulleted overview, illustrative examples and example examination questions and further reading / sources
Undergraduate and postgraduate students undertaking a marketing course as well as CIM students.
Introduction; The Marketing Briefs; Defining Marketing; Relationship Marketing; Marketing Orientation; The Marketing Environment; PEST and SWOT Analyses; Consumer Buying Behaviour; Business-to-Business Buying Behaviour; Customer Relationship Management (CRM); Marketing Research; Forecasting in Marketing; Market Segmentation; Targeting; Positioning; Branding; Products; The Product Life Cycle (PLC); Product Portfolios; Packaging; Service Products; Advertising; Public Relations (PR); Sponsorship; Personal Selling; Sales Promotion; Direct Mail; Direct Marketing; The Internet; Marketing Channels; Wholesaling and Physical Distribution Management (PDM); Pricing Concepts; Setting Prices; The Marketing Mix; Marketing Strategy; Competitive Forces and Strategies; Competitive Advantage; Marketing Planning; Implementation and Controls; The Marketing Audit; Performance Measures in Marketing; Internal Marketing; International Marketing; Consumer Marketing; Business-to-Business Marketing; The Marketing of Services; Non-Business Marketing; Retail Marketing; Social Responsibility; Marketing Ethics; Value-Based Marketing; One-to-One Marketing; Answers to Questions in the Marketing Briefs; Revising for Examinations: Tips and Guidance; Specimen Examination Papers and Answer Guides; Glossary of Key Terms.
- Edition: 1
- Published: September 10, 2001
- Imprint: Butterworth-Heinemann
- No. of pages: 368
- Language: English
- eBook ISBN: 9780080511085
LS
Lyndon Simkin
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
Affiliations and expertise
Warwick Business School, University of WarwickSD
Sally Dibb
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.
Affiliations and expertise
Warwick Business School, University of Warwick