Marketing Concepts and Strategies

Marketing Concepts and Strategies

6th Edition

Paperback (13 May 2012)

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Publisher's Synopsis

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. This textbook is autopackaged with CourseMate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.

Book information

ISBN: 9781408064320
Publisher: Cengage Learning
Imprint: Cengage Learning
Pub date:
Edition: 6th Edition
DEWEY: 658.8
DEWEY edition: 23
Number of pages: 815
Weight: 1414g
Height: 260mm
Width: 193mm
Spine width: 16mm