Item specifics
| Condition: | Subject: | Management Techniques | |
| Place of Publication: | London | Format: | Paperback |
| Weight: | 681g | Language: | English |
| Author: | Sally Dibb, Lyndon Simkin | Publisher: | Cengage Learning Emea |
| ISBN: | 9781861526243 | EAN: | 9781861526243 |
The Marketing Casebook: Cases and Concepts-Sally Dibb, Lyndon Simkin
About this product
| Product Identifiers | |
| Publisher | Cengage Learning Emea |
| ISBN-10 | 1861526245 |
| ISBN-13 | 9781861526243 |
| eBay Product ID (ePID) | 91566913 |
| Product Key Features | |
| Format | Paperback |
| Dimensions | |
| Weight | 681g |
| Width | 190mm |
| Height | 245mm |
| Additional Product Features | |
| Author(s) | Sally Dibb, Lyndon Simkin |
| Place of Publication | London |
| Genre | Sales & Marketing |
| Edition Statement | 2nd Edition |
| Pagination | 384 |
| Author Biography | 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 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. |
| Country of Publication | United Kingdom |
| Subject | Management, Business, Economics & Industry |
| Table of Contents | PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS. Case Study Analysis. PART 2: SHORT CASES FOR DISCUSSION. Ethical Marketing – GM Foods: Supermarkets Versus the Regulators. The Marketing Environment – Formula 1 and Tobacco.Non-Business Marketing – Marketing the NSPCC.Marketing Mix – Private Health Care.New Product Development – Smelly Fabrics.Promotion – Surprise Advertising.Direct Marketing – Boxman on the Internet.Marketing Operations – McDonalds ControlsPART 3: FULL CASES.Aer Lingus -Beyond Face Value.JCB Backhoe Loader – Internationally into the Dictionary.Lego -Building for the Future.Electric Vehicles in their Infancy – Researching Target Market Attitudes.Stepcan – Differential Advantage Through Packaging.Kodak Norge – The Search for Information.Petrol Retailing – Supermarket Giants Take on the Oil Companies.Waterford Crystal – Targeting Youths.TGI Fridays – Themed Restaurants Compete.Royal Ahold – Socially Responsible Global Expansion.Heineken – Global Expansion, Local Branding.Games Workshop – Warfare in the Creche.Turkish Ice Cream Wars.Sleeping on a Budget – Lodge Hotels Lead the Way.ABN AMRO – Global Strengths, Regional Necessities.Chester Zoo – Combining Marketing and Conservation.Carrefour – The Global Hypermarket.PART 4: THEORY NOTES.T1: What is Marketing?T2: The Marketing Environment and CompetitionT3: Buying BehaviourT4: Marketing ResearchT5: ForecastingT6: Market SegmentationT7: Competitive StrategyT8: The Marketing Mix: Products and Product ManagementT9: The Marketing Mix: Place – Distribution and Marketing ChannelsT10: The Marketing Mix: PricingT11: The Marketing Mix: PromotionT12: Direct Marketing and the Internet T13: The Marketing of ServicesT14: Industrial, Business-to-business MarketingT15: Marketing PlanningT16: International MarketingT17: Ethics and Social Responsibility in MarketingPART 5: GLOSSARY OF KEY TERMSPART 6: FURTHER READINGS |
| Spine | 19mm |
| Language(s) | English |
| Imprint | Cengage Learning Emea |
| Date of Publication | 05/10/2000 |
ارزان ترین قیمت : 2.15