Marketing briefs: a revision and study guide
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Butterworth-Heinemann
2004
|
| Ausgabe: | 2. ed. |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographies and index. - Previous ed.: 2001 |
| Beschreibung: | VIII, 363 S. Ill., graph. Darst. |
| ISBN: | 075066200X |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing briefs |b a revision and study guide |c Sally Dibb and Lyndon Simkin |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Butterworth-Heinemann |c 2004 | |
| 300 | |a VIII, 363 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographies and index. - Previous ed.: 2001 | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-019976995 | ||
Datensatz im Suchindex
| _version_ | 1804142429365862400 |
|---|---|
| adam_text | Preface vii
About the Authors ix
About the Briefs xi
The Marketing Briefs 1
1 Defining Marketing 3
2 Relationship Marketing 9
3 Marketing Orientation 14
4 The Marketing Environment 19
5 PEST and SWOT Analyses 24
6 Consumer Buying Behaviour 29
7 Business-to-Business Buying Behaviour 34
8 Customer Relationship Management (CRM) 40
9 Marketing Research 46
10 Forecasting in Marketing 53
11 Market Segmentation 58
12 Targeting 63
13 Brand and Product Positioning 67
14 Branding 73
15 Products 79
16 The Product Life Cycle (PLC) 85
17 Product Portfolios 91
18 Packaging 99
19 Service Products 104
20 Advertising 109
21 Public Relations 115
22 Sponsorship 120
23 Personal Selling and Sales Management 124
24 Sales Promotion 129
25 Direct Mail 133
26 Direct Marketing 137
27 The Internet 141
28 Marketing Channels 147
29 Wholesaling and Physical Distribution Management (PDM) 152
30 Pricing Concepts 157
31 Setting Prices 162
32 The Marketing Mix 168
33 Marketing Strategy 174
34 Competitive Forces and Strategies 180
35 Competitive Advantage 186
36 Marketing Planning 191
37 Implementation and Controls 196
38 The Marketing Audit 203
39 Performance Measures in Marketing 208
40 Internal Marketing 213
41 International Marketing 218
42 Consumer Marketing 223
43 Business-to-Business Marketing 228
44 The Marketing of Services 234
45 Non-Business Marketing 239
46 Retail Marketing 243
47 Social Responsibility in Marketing 249
48 Marketing Ethics 254
49 Value-Based Marketing 259
50 One-to-One Marketing 264
Answers to Questions in the Marketing Briefs 271
Revising for Examinations: Tips and Guidance 313
Specimen Examination Papers and Answer Guides 321
Glossary of Key Terms 341
Index 357
|
| any_adam_object | 1 |
| author | Dibb, Sally 1963- Simkin, Lyndon 1961- |
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| author_facet | Dibb, Sally 1963- Simkin, Lyndon 1961- |
| author_role | aut aut |
| author_sort | Dibb, Sally 1963- |
| author_variant | s d sd l s ls |
| building | Verbundindex |
| bvnumber | BV025349372 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)249314307 (DE-599)BVBBV025349372 |
| dewey-full | 658.80076 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.80076 |
| dewey-search | 658.80076 |
| dewey-sort | 3658.80076 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:31:37Z |
| institution | BVB |
| isbn | 075066200X |
| language | English |
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| spelling | Dibb, Sally 1963- Verfasser (DE-588)1099944635 aut Marketing briefs a revision and study guide Sally Dibb and Lyndon Simkin 2. ed. Amsterdam [u.a.] Butterworth-Heinemann 2004 VIII, 363 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographies and index. - Previous ed.: 2001 Simkin, Lyndon 1961- Verfasser (DE-588)113519419X aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019976995&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dibb, Sally 1963- Simkin, Lyndon 1961- Marketing briefs a revision and study guide |
| title | Marketing briefs a revision and study guide |
| title_auth | Marketing briefs a revision and study guide |
| title_exact_search | Marketing briefs a revision and study guide |
| title_full | Marketing briefs a revision and study guide Sally Dibb and Lyndon Simkin |
| title_fullStr | Marketing briefs a revision and study guide Sally Dibb and Lyndon Simkin |
| title_full_unstemmed | Marketing briefs a revision and study guide Sally Dibb and Lyndon Simkin |
| title_short | Marketing briefs |
| title_sort | marketing briefs a revision and study guide |
| title_sub | a revision and study guide |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019976995&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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