Umfang:
1 online resource (377 pages)
Ausgabe:
2nd ed.
ISBN:
9780750662000
,
9780080479217
Inhalt:
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
Anmerkung:
Intro -- Marketing Briefs: A Revision and Study Guide -- Copyright -- Contents -- Preface -- About the Authors -- About the Briefs -- The Marketing Briefs -- 1 Defining Marketing -- 2 Relationship Marketing -- 3 Marketing Orientation -- 4 The Marketing Environment -- 5 PEST and SWOT Analyses -- 6 Consumer Buying Behaviour -- 7 Business-to-Business Buying Behaviour -- 8 Customer Relationship Management (CRM) -- 9 Marketing Research -- 10 Forecasting in Marketing -- 11 Market Segmentation -- 12 Targeting -- 13 Brand and Product Positioning -- 14 Branding -- 15 Products -- 16 The Product Life Cycle (PLC) -- 17 Product Portfolios -- 18 Packaging -- 19 Service Products -- 20 Advertising -- 21 Public Relations -- 22 Sponsorship -- 23 Personal Selling and Sales Management -- 24 Sales Promotion -- 25 Direct Mail -- 26 Direct Marketing -- 27 The Internet -- 28 Marketing Channels -- 29 Wholesaling and Physical Distribution Management (PDM) -- 30 Pricing Concepts -- 31 Setting Prices -- 32 The Marketing Mix -- 33 Marketing Strategy -- 34 Competitive Forces and Strategies -- 35 Competitive Advantage -- 36 Marketing Planning -- 37 Implementation and Controls -- 38 The Marketing Audit -- 39 Performance Measures in Marketing -- 40 Internal Marketing -- 41 International Marketing -- 42 Consumer Marketing -- 43 Business-to-Business Marketing -- 44 The Marketing of Services -- 45 Non-Business Marketing -- 46 Retail Marketing -- 47 Social Responsibility in Marketing -- 48 Marketing Ethics -- 49 Value-Based Marketing -- 50 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 -- Index
Weitere Ausg.:
Print version Dibb, Sally Marketing Briefs Oxford : Taylor & Francis Group,c2004 ISBN 9780750662000
Sprache:
Englisch
Schlagwort(e):
Electronic books
URL:
FULL
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