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 ...
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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.

Audience: Undergraduate and postgraduate students undertaking a marketing course as well as CIM students.

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Editorial Reviews

From the Publisher
"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.
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Product Details

  • ISBN-13: 9781136380501
  • Publisher: Taylor & Francis
  • Publication date: 6/7/2007
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 382
  • File size: 3 MB

Meet the Author

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.

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; marketsegmentation; 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

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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.
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