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Marketing Concepts & Strategies,
8th Edition

Sally Dibb, Dr. Lyndon Simkin, William M. Pride, O.C. Ferrell

ISBN-13: 9781473760271 | ISBN-10: 1473760275

Copyright 2019

| Published 2019

| 832 pages

List Price USD $76.75

Overview

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Meet the Authors

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SALLY DIBB Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.

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, at Texas A&M University. He received his Ph.D. from Louisiana State University. In addition to this text, he is the co-author of Cengage Learning’s market-leading FOUNDATIONS OF BUSINESS. Dr. Pride teaches principles of marketing at both undergraduate and graduate levels and consistently solicits student feedback in order to most effectively revise this principles of marketing text. Dr. Pride’s research interests focus on advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at Anderson Schools of Management, University of New Mexico. He recently served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and previously as chair of the Colorado State University Marketing Department. He has also been on the faculties of University of Memphis, Texas A&M University, and Illinois State University. He received his Ph.D. in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is currently a member of the advisory committee for the AMA marketing certification program. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow. He is the Academy of Marketing Science's Vice President of Publications. He currently serves as Marketing Ethics and Social Issues Section Editor of the JOURNAL OF MICROMARKETING. Dr. Ferrell is the co-author of 18 books and approximately 75 articles. His articles have been published in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF BUSINESS ETHICS, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF PUBLIC POLICY MARKETING, as well as other journals.

  • An updated text covering the core concepts of marketing including new trends and challenges such as the fast-paced change in the online environment, social media marketing and responsible marketing such as responses to the rise in fast fashion and anti-pollution campaigns.
  • Updated case studies and illustration features reflect changes in the industry, while marketing challenges and applied mini-cases give a more practical view into marketing.
  • Engaging content with pertinent examples encourage students to review, evaluate and apply detailed knowledge and subsequently understand the linkage between marketing and the whole business, including financial analysis, decision-making and strategic awareness.
  • An accessible text written in a clear and comprehensible style helps students develop a critical understanding of the principles and concepts of marketing and be able to apply them to specific markets and industries.
  • A wide range of pedagogical features including Building Customer Relationships boxes, Case studies and Applied mini-cases allow students to gain a practical insight into the marketing environment and make informed judgements about marketing strategy and its significance to the organization.

Table of Contents

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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

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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Marketing Concepts & Strategies

  • ISBN-10: 1473760275
  • ISBN-13: 9781473760271

Price USD$ 76.75

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