Complementing Dibb and Simkin's established reputation in their field, this text presents a punchy overview of the leading 50 themes of marketing, each concisely summarized for revision purposes or quick-learning. While appealing primarily to students undertaking marketing exams, many practitioners will also find this 'glossary of current marketing' hard to resist.
The title builds on the earlier works of Dibb and Simkin, whose Houghton Mifflin text, 'Marketing: Concepts and Strategies', is the current business school market leading text in the United Kingdom, while their Thomson Learning text, 'The Marketing Casebook: Cases and Concepts', has just been revised and is the most widely used marketing casebook.
From understanding customers, branding and positioning, relationship marketing, social responsibility through to value-based marketing and one-to-one marketing, this book covers all the issues the modern marketer must address.
The text itself is organized into short structured chapters, the Briefs, each including:
* Core definitions
* A bulleted key point overview
* Thorough yet concise explanation of the concept and primary issues
* Illustrative examples
* A selection of examination style case, essay and applied questions
* Recommended further reading and sources.
Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.
"An overdue and much-needed aid to support students' learning and revision in marketing, which will be a highly effective contribution."
Professor Nigel F Piercy
Professor of Strategic Marketing
Cranfield School of Management
"A long-awaited compilation of marketing topics for
students, the work is very relevant and well presented, especially for revision purposes. The topics are well
explained, with key concepts and issues being highlighted, and their concise nature means students can use the book as an 'aide-memoire' and reference text"
Dr Nittin Essoo
Lecturer in Marketing Management
"Dibb and Simkin have done it again with "Marketing Briefs". A marketing textbook that answers and satisfies what every reader demands- concise, in-depth, succinct and most importantly easy to read! A textbook that deservedly should be on the bookshelf of any person involved in marketing, whether they be academics, practioner or students."
"This is an outstandingly useful book for both students and instructors. It is just the kind of book that I wished for as a student. It is not a textbook and yet much more than a revision aid. Instead, this book focuses on 50 key topics within marketing. The approach, though, is not about rote learning, it is about achieving an understanding of marketing. Here, definitions are followed by summaries and explanations, which offer real-life examples. To round off, there are examination style questions and answers.
I feel that if you can understand and familiarise yourself with the contents of this book, I do not see how you could fail a marketing exam. From the key definitions of marketing incorporating concepts of mutually beneficial exchanges and customer satisfaction, to new issues likely to greatly influence the future of marketing such as "one-to-one marketing", this books offers the coverage to encompass them all. It is doubtful that you could obtain more concise explanations or better working definitions than are to be found here. Besides, at the end of each of those fifty topics there are suggestions for further reading. This is a recommended buy for students and for all who teach marketing as this book could have a great impact on student understanding and thus examination performance. In producing this book the two authors have done a great service to all marketing students, to marketing education and to the marketing profession."
Stanley J. Paliwoda
Professor of International Marketing
Head, Department of Commerce
University of Birmingham
Introduction; The Marketing Briefs; Defining Marketing; Relationship Marketing; Marketing Orientation; The Marketing Environment; PEST and SWOT Analyses; Consumer Buying Behaviour; Business-to-Business Buying Behaviour; Customer Relationship Management (CRM); Marketing Research; Forecasting in Marketing; Market Segmentation; Targeting; Positioning; Branding; Products; The Product Life Cycle (PLC); Product Portfolios; Packaging; Service Products; Advertising; Public Relations (PR); Sponsorship; Personal Selling; Sales Promotion; Direct Mail; Direct Marketing; The Internet; Marketing Channels; Wholesaling and Physical Distribution Management (PDM); Pricing Concepts; Setting Prices; The Marketing Mix; Marketing Strategy; Competitive Forces and Strategies; Competitive Advantage; Marketing Planning; Implementation and Controls; The Marketing Audit; Performance Measures in Marketing; Internal Marketing; International Marketing; Consumer Marketing; Business-to-Business Marketing; The Marketing of Services; Non-Business Marketing; Retail Marketing; Social Responsibility; Marketing Ethics; Value-Based Marketing; One-to-One Marketing; Answers to Questions in the Marketing Briefs; Revising for Examinations: Tips and Guidance; Specimen Examination Papers and Answer Guides; Glossary of Key Terms.