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
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Sally Dibb
Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca.
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Lyndon Simkin
Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.
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William M. Pride
William M. Pride is Professor of Marketing, Mays Business School, Texas A&M University, USA.
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Ferrell
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
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Updated throughout to reflect the impact on marketing of COVID-19, Brexit, the UN 17 Sustainable Development Goals and social marketing such as social media influencers to ensure students comprehend the changes taking place in the world of marketing.
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Engaging new cases including: Tesco (sustainability and recycling of plastic); ‘Where next for the gig economy?’; ‘Update your brand’; and ‘Repurposing the high street’ allow students to gain a deeper appreciation and stimulate discussion through relatable content.
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Coverage of hot topics includes: COVID-19, technology and marketing, food security, and supply chain hold-ups ensure students understand the latest issues that marketers must overcome.
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The accompanying, updated MindTap features a wide range of assignments and practice tests as well as scenario-based questions and video cases.
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An accessible text written in a clear and comprehensible style helps students develop a critical understanding of the principles and concepts of marketing and apply them to specific markets and industries.
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Engaging content with pertinent examples encourages 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.
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A wide range of pedagogical features including Building Customer Relationships boxes, Case studies and Applied mini-cases allow students to gain practical insight into the marketing environment for informed judgements about marketing strategy and their significance to organizations.
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This title is available with MindTap, a flexible online learning solution that provides you with all the tools students need to succeed, including an interactive eReader, engaging multimedia, practice questions, assessment materials, revision aids, and analytics to help you track their progress.
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A fully updated companion website is available to support you including PowerPoint slides, Instructor Manual, and a Cognero Test Bank.