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Marketing Concepts & Strategies Lyndon Simkin (Coventry University, UK)

Marketing Concepts & Strategies By Lyndon Simkin (Coventry University, UK)

Marketing Concepts & Strategies by Lyndon Simkin (Coventry University, UK)

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Marketing Concepts & Strategies Summary

Marketing Concepts & Strategies by Lyndon Simkin (Coventry University, UK)

Now in its 8th edition, Marketing Concepts and Strategies gives an in-depth insight into the core theories behind modern marketing. It combines the theoretical and practical knowledge of its world class authors to ensure students develop a comprehensive understanding of marketing in the modern world. Updated to include new trends and challenges in the industry and with a diverse range of pedagogical features to help students learn in a variety of ways, the new edition continues to be a comprehensive guide to Marketing.

About Lyndon Simkin (Coventry University, UK)

Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK. William M. Pride is Professor of Marketing, Mays Business School, Texas A&M University, USA. O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.

Table of Contents

Part I: Marketing Defined and Marketing in Context: 1. The marketing concept 2. Marketing strategy and understanding competitors 3. The marketing environment 4. Marketing in international markets and globalization Part II: Understanding and Targeting Customers: 5. Consumer buying behaviour 6. Business markets and business buying behaviour 7. Segmenting markets 8. Targeting and positioning 9. Marketing research Part III: Marketing Programmes - Products and Services, Brands, Place and Channels, Promotion and Marketing Communications, Digital and Pricing: 10. Product decisions 11. Branding and packaging 12. Developing products and managing product portfolios 13. The marketing of services 14. Marketing channels 15. Channel players and physical distribution 16. An overview of marketing communications 17. Advertising, public relations and sponsorship 18. Sales management, sales promotion, direct mail, direct marketing and the web 19. Digital marketing 20. Pricing 21. Modifying the marketing mix for business markets, services and in international marketing Part IV: Marketing Management: 22. Marketing planning and forecasting sales potential 23. Implementing strategies, internal marketing relationships and measuring performance 24. Responsible marketing

Additional information

GOR011743679
9781473760271
1473760275
Marketing Concepts & Strategies by Lyndon Simkin (Coventry University, UK)
Lyndon Simkin (Coventry University, UK)
Used - Like New
Paperback
Cengage Learning EMEA
20190129
832
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Marketing Concepts & Strategies