Marketing Concepts & Strategies,
8th Edition

Part I: Marketing Defined and Marketing in Context:
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

• Sally Dibb

  Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca.

• Lyndon Simkin

  Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.

• William M. Pride

  William M. Pride is Professor of Marketing, Mays Business School, Texas A&M University, USA.

• Ferrell

  O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA

• An updated text covering the core concepts of marketing including new trends and challenges such as the fast-paced change in the online environment, social media marketing and responsible marketing such as responses to the rise in fast fashion and anti-pollution campaigns.

• Updated case studies and illustration features reflect changes in the industry, while marketing challenges and applied mini-cases give a more practical view into marketing.

• Group work tasks reflect the current challenges experienced by marketing professionals and provide practical applications of the core marketing concepts.

• An accessible text written in a clear and comprehensible style helps students develop a critical understanding of the principles and concepts of marketing and be able to apply them to specific markets and industries.

• Engaging content with pertinent examples encourage 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 a practical insight into the marketing environment and make informed judgements about marketing strategy and its significance to the organization.

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.