Marketing Briefs
eBook - ePub

Marketing Briefs

  1. 382 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Marketing Briefs

About this book

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.

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Information

Publisher
Routledge
Year
2007
Print ISBN
9781138145931
eBook ISBN
9781136380501
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Front Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Contents
  6. Preface
  7. About the Authors
  8. About the Briefs
  9. The Marketing Briefs
  10. 1 Defining Marketing
  11. 2 Relationship Marketing
  12. 3 Marketing Orientation
  13. 4 The Marketing Environment
  14. 5 PEST and SWOT Analyses
  15. 6 Consumer Buying Behaviour
  16. 7 Business-to-Business Buying Behaviour
  17. 8 Customer Relationship Management (CRM)
  18. 9 Marketing Research
  19. 10 Forecasting in Marketing
  20. 11 Market Segmentation
  21. 12 Targeting
  22. 13 Brand and Product Positioning
  23. 14 Branding
  24. 15 Products
  25. 16 The Product Life Cycle (PLC)
  26. 17 Product Portfolios
  27. 18 Packaging
  28. 19 Service Products
  29. 20 Advertising
  30. 21 Public Relations
  31. 22 Sponsorship
  32. 23 Personal Selling and Sales Management
  33. 24 Sales Promotion
  34. 25 Direct Mail
  35. 26 Direct Marketing
  36. 27 The Internet
  37. 28 Marketing Channels
  38. 29 Wholesaling and Physical Distribution Management (PDM)
  39. 30 Pricing Concepts
  40. 31 Setting Prices
  41. 32 The Marketing Mix
  42. 33 Marketing Strategy
  43. 34 Competitive Forces and Strategies
  44. 35 Competitive Advantage
  45. 36 Marketing Planning
  46. 37 Implementation and Controls
  47. 38 The Marketing Audit
  48. 39 Performance Measures in Marketing
  49. 40 Internal Marketing
  50. 41 International Marketing
  51. 42 Consumer Marketing
  52. 43 Business-to-Business Marketing
  53. 44 The Marketing of Services
  54. 45 Non-Business Marketing
  55. 46 Retail Marketing
  56. 47 Social Responsibility in Marketing
  57. 48 Marketing Ethics
  58. 49 Value-Based Marketing
  59. 50 One-to-One Marketing
  60. Answers to Questions in the Marketing Briefs
  61. Revising for Examinations: Tips and Guidance
  62. Specimen Examination Papers and Answer Guides
  63. Glossary of Key Terms
  64. Index

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Yes, you can access Marketing Briefs by Sally Dibb,Lyndon Simkin in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.