Marketing: Concepts and Strategies (6th ed.)

Dibb, Sally; Simkin, Lyndon; Pride, William M. and Ferrell, O. C. (2012). Marketing: Concepts and Strategies (6th ed.). London: Cengage.

URL: http://edu.cengage.co.uk/catalogue/product.aspx?is...

Abstract

Perfect for students of all backgrounds and interest levels, the sixth edition of Dibb, Simkin, Pride and Ferrell's Marketing: Concepts and Strategies combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation. The text takes students beyond the marketing mix, to recognize that in addition to producing and executing marketing programs, the marketing philosophy can add much strategic direction and market insight to an organization's strategizing.

The world for marketers has gone digital, consumers communicate readily with each other via social media, marketing has become more aligned to ethical, responsible and sustainability issues and marketing as an academic discipline has become more critical and reflective. All these developments are key themes in this new edition.

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