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2nd Edition

Marketing Briefs





ISBN 9780750662000
Published September 22, 2004 by Routledge
376 Pages

 
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Book Description

This revised and updated second edition of Marketing Briefs: a revision study guide gives every marketing student the most comprehensive collection of definitive overviews of every key concept in the subject.

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

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.

Table of Contents

Introduction; The Marketing Briefs: Marketing defined, Types of markets, Marketing analyses - Buyer behaviour, Competition, The marketing environment, Marketing research and forecasting, Target market strategy, Branding, Marketing mix - Products, Promotion, Place, Price, Marketing Planning, Implementation, Controls, Ethics and social responsability in marketing; Answers to Questions in the Marketing Briefs; Revising for Examinations: Tips and Guidance; Specimen Examination Papers and Answer Guides; Glossary of Key Terms.

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Reviews

"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 in Marketing, Warwick Business School.