Marketing Concepts and Strategies

Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK. William M. Pride is Professor of Marketing at Mays Business School, Texas A&M University. He received his Ph.D. from Louisiana State University. In addition to this text, he is the co-author of "Cengage Learning's Business," a market-leader. Dr. Pride teaches principles of marketing at both undergraduate and graduate levels and constantly solicits student feedback that is important to revising a "Principles of Marketing" text. Dr. Pride’s research interests are in advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards. 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 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

• Part I: Marketing defined and marketing in context1. The marketing concept2. Marketing strategy and understanding competitors 3. The marketing environment 4. Marketing in international markets and globalizationPart II: Understanding and targeting customers5. Consumer buying behaviour 6. Business markets and business buying behaviour 7. Segmenting markets 8. Targeting and positioning9. Marketing researchPart III: Marketing programmes – products and services, brands, place and channels, promotion and marketing communications, digital and pricing10. 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 distribution16. An overview of marketing communications 17. Advertising, public relations and sponsorship18. Sales management, sales promotion, direct mail, direct marketing and the web19. Digital marketing 20. Pricing 21. Modifying the marketing mix for business markets, services and in international marketing Part IV: Marketing management22. Marketing planning and forecasting sales potential23. Implementing strategies, internal marketing relationships and measuring performance 24. Responsible marketing