000			02246nam a22003017a 4500
003			OSt
005			20231005014932.0
008			210201b ||||| |||| 00| 0 eng d
020			_a9781408073681
040			_aCvSU-CCAT Campus Library. _bEnglish. _cCvSU-CCAT Campus Library _erda.
050			_aCIR HF 5415 _bD53 2013
082			_aCIR 658.8 _bD544m 2013 _220
100			_aDibb, Sally, author. _91529
245			_aMarketing essentials / _cSally Dibb, Lyndon Simkin.
250			_aSecond edition
260			_aAustralia ; United Kingdom : _bCengage Learning, _cc2013.
300			_axv, 521 pages : _bcolour illustrations ; _c26 cm
500			_aPrevious edition: 2009.
504			_aIncludes index.
505			_aThe marketing concept Marketing strategy and understanding competitors The marketing environment Consumer buying behaviour Business markets and business buying behaviour Segmenting markets, targeting and positioning Marketing research Product decisions Developing products and managing product portfolios The marketing of services Marketing channels Pricing An overview of marketing communications Branding and packaging Planning and implementation
520			_aMarketing Essentials 2e explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical. Marketing Essentials follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy. Marketing Essentials is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses.
546			_aIn English text.
650			_aMarketing _vTextbooks. _91530
650			_aMarketing. _9128
700			_aSimkin, Lyndon, author. _91531
942			_cBK _eSecond edition. _hHF 5415 D53 2013 _kCIR _2lcc
999			_c501 _d501