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Test Bank for Marketing Essentials (2nd Edition) by Sally Dibb

By: Sally Dibb, Lyndon Simkin
ISBN-10: 1408073684
/ ISBN-13: 9781408073681

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Format: Downloadable ZIP Fille
Authors: Sally Dibb, Lyndon Simkin
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Description

Table of contents:

Part 1 – MARKETING DEFINIED AND MARKETING IN CONTEXT.
1. The Marketing Concept.
2. Marketing Strategy and Understanding Competitors.
Part 2 – UNDERSTANDING MARKETS.
3.The Marketing Environment.
4. Consumer Buying Behaviour.
5. Business Markets and Business Buying Behaviour.
6. Segmenting, Targeting and Positioning.
7. Marketing Research.
Part 3 – MARKETING PROGRAMMES.
8. Product Decisions.
9. Developing Products and Managing Product Portfolios.
10. The Marketing of Services.
11. Marketing Channels.
12. Pricing.
13. Marketing Communications.
14. Branding and Packaging.
Part 4 – MANAGING MARKETING.
15. Planning and Implementation.

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