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Overview
The ninth edition of Marketing Concepts and Strategies has been fully updated to reflect the latest marketing themes, together with the authors' real-life practitioner expertise. The marketing world has gone digital as consumers rely on social media; new operational regulations abound on data compliance and privacy. Marketing has become more aligned to ethical, responsible and sustainability issues; the discipline has become more critical and reflective, and the pandemic has changed business strategies worldwide.
- Updated throughout to reflect the impact on marketing of COVID-19, Brexit, the UN 17 Sustainable Development Goals and social marketing such as social media influencers to ensure students comprehend the changes taking place in the world of marketing.
- Engaging new cases including: Tesco (sustainability and recycling of plastic); ‘Where next for the gig economy?’; ‘Update your brand’; and ‘Repurposing the high street’ allow students to gain a deeper appreciation and stimulate discussion through relatable content.
- Coverage of hot topics includes: COVID-19, technology and marketing, food security, and supply chain hold-ups ensure students understand the latest issues that marketers must overcome.
- The accompanying, updated MindTap features a wide range of assignments and practice tests as well as scenario-based questions and video cases.
- An accessible text written in a clear and comprehensible style helps students develop a critical understanding of the principles and concepts of marketing and apply them to specific markets and industries.
- Engaging content with pertinent examples encourages students to review, evaluate, and apply detailed knowledge and subsequently understand the linkage between marketing and the whole business, including financial analysis, decision-making and strategic awareness.
- A wide range of pedagogical features including Building Customer Relationships boxes, Case studies and Applied mini-cases allow students to gain practical insight into the marketing environment for informed judgements about marketing strategy and their significance to organizations.
- This title is available with MindTap, a flexible online learning solution that provides you with all the tools students need to succeed, including an interactive eReader, engaging multimedia, practice questions, assessment materials, revision aids, and analytics to help you track their progress.
- A fully updated companion website is available to support you including PowerPoint slides, Instructor Manual, and a Cognero Test Bank.
1. The marketing concept
2. Marketing strategy and understanding competitors
3. The marketing environment
4. Marketing in international markets and globalization
Part II: Understanding and targeting customers
5. Consumer buying behaviour
6. Business markets and business buying behaviour
7. Segmenting markets
8. Targeting and positioning
9. Marketing research
Part III: Marketing programmes – products and services, brands, place and channels, promotion and marketing communications, digital and pricing
10. Product decisions
11. Branding and packaging
12. Developing products and managing product portfolios
13. The marketing of services
14. Marketing channels
15. Channel players and physical distribution
16. An overview of marketing communications
17. Advertising, public relations and sponsorship
18. Sales management, sales promotion, direct mail, direct marketing and the web
19. Digital marketing
20. Pricing
21. Modifying the marketing mix for business markets, services and in international marketing
Part IV: Marketing management
22. Marketing planning and forecasting sales potential
23. Implementing strategies, internal marketing relationships and measuring performance
24. Responsible marketing
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This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.
Standalone Digital Access — Ultimate Value
Recommended and most popular
- ISBN-10: 147377862X
- ISBN-13: 9781473778627
- RETAIL $79.95
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Traditional eBook and Print Options
Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.
FOR STUDENTS
MindTap for Dibb, Marketing Concepts and Strategies,12 months Instant Access
ISBN: 9781473778627
This title is available with MindTap, a flexible online learning solution that provides your students with all the tools they need to succeed, including an interactive eReader, engaging multimedia, practice questions, assessment materials, revision aids and analytics to help you track their progress.