Marketing: Concepts and Strategies, European Edition

Dibb, Sally,Simkin, Lyndon,Pride, William M.,Ferrell, O. C.

ISBN 10: 061853203X / ISBN 13: 9780618532032

Published by Cengage Learning, 2005

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Bibliographic Details

Title: Marketing: Concepts and Strategies, European...

Publisher: Cengage Learning

Publication Date: 2005

Binding: paperback

Condition: Good

Edition: 5th or later Edition

About this title

Synopsis:

Throughout the 1980's Bill Pride and OC Ferrell's text led the way in the USA, with full colour design and cutting edge supplements for tutors. In the UK and Europe, tutors mainly used Kotler's or McCarthy's books. In 1991 Warwick-based Sally Dibb and Lyndon Simkin joined forces with Bill Pride and O.C. Ferrell to produce the first European edition of "Marketing: Concepts and Strategies". This trail-blazing Euro-text proved hugely popular with tutors and students, prompting rival publishers to sponsor a host of poor imitations. Each new edition of "Marketing: Concepts and Strategies" is a full re-write, never a minor revision. The best and most popular features from the previous edition are retained, while peer suggestions coupled with Sally and Lyndon's experience at Warwick Business School lead to a topical and insightful set of additions and improvements. In this way, existing tutors find there is convenient synergy between their course structures and the revised content, while students benefit from coverage of the leading-edge concepts and thinking in the discipline. A significant change for the 5th edition has been the incorporation of practitioners' views about the role of marketing, from leading exponents in Calor, Fujitsu and Tilda, to name only some. Just as truly effective marketing for practitioners require the word "strategic" placing in front of "marketing", this addition of "Marketing: Concepts and Strategies" has put greater emphasis on the process and associated concepts of strategic marketing. As a result, this edition is genuinely applicable to undergraduates, MBAs or college students studying for professional exams. Recommended by The Chartered Institute of Marketing.

Review:

"Sally Dibb and Lyndon Simkin rank amongst the best marketing authors in the world. They are meticulous in their work and bring a real world orientation to everything they write. This particular book has an outstanding heritage based as it is on years of first class research and practice. It is rare to find a marketing book so readable and so enlightening. I commend it to you."