MARKETING CONCEPTS AND STRATEGIES SUMMARY (7TH EDITION)
DIBB, S., SIMKIN, L., PRIDE, W. M., & FERRELL, O. C.
CONTENT
Chapter 1 The marketing concept
Chapter 2 Marketing strategy and understanding competitors
Chapter 3 The marketing environment
Chapter 5 Consumer buying behaviour
Chapter 6 Business markets and business buying behaviour
Chapter 7 Segmenting markets
Chapter 8 Targeting and positioning
Chapter 9 Marketing research
Chapter 10 Product decisions
Chapter 11 Branding and packaging
Chapter 12 Developing products and managing product portfolios
Chapter 13 The marketing of services
Chapter 14 Marketing channels
Chapter 15 Channel players and physical distribution
Chapter 16 An overview of marketing communications
Chapter 17 Advertising, public relations and sponsorship
Chapter 18 Sales management, sales promotion, direct mail, the internet, digital and direct marketing
Chapter 19 Digital marketing
Chapter 20 Pricing
Chapter 22 Marketing planning and forecasting sales potential
Chapter 24 Responsible marketing
DIBB, S., SIMKIN, L., PRIDE, W. M., & FERRELL, O. C.
CONTENT
Chapter 1 The marketing concept
Chapter 2 Marketing strategy and understanding competitors
Chapter 3 The marketing environment
Chapter 5 Consumer buying behaviour
Chapter 6 Business markets and business buying behaviour
Chapter 7 Segmenting markets
Chapter 8 Targeting and positioning
Chapter 9 Marketing research
Chapter 10 Product decisions
Chapter 11 Branding and packaging
Chapter 12 Developing products and managing product portfolios
Chapter 13 The marketing of services
Chapter 14 Marketing channels
Chapter 15 Channel players and physical distribution
Chapter 16 An overview of marketing communications
Chapter 17 Advertising, public relations and sponsorship
Chapter 18 Sales management, sales promotion, direct mail, the internet, digital and direct marketing
Chapter 19 Digital marketing
Chapter 20 Pricing
Chapter 22 Marketing planning and forecasting sales potential
Chapter 24 Responsible marketing
