Marketing Essentials
Sally Dibb and Lyndon Simkin
ISBN: 9781408011508
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Students' Resources
This guide provides practical advice on key areas in your study of marketing and beyond. Topics covered are: Case Study Analysis, Exam Preparation and Careers in Marketing.
This section offers a selection of recommended web-based tasks for students. These tasks feature at the ends of the book's chapters.
This section offers a selection of applied mini-cases for students, which also feature throughout the book.
This section details some popular approaches for applying certain key concepts. For example, how marketers analyse the marketing environment or produce a SWOT analysis, how they may best tackle competitor and customer analyses, or how marketers produce a directional policy matrix or a brand personality grid. In addition, these applications examine how marketers undertake marketing planning or the assessment of implementation effectiveness.
Concepts covered are:
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- Undertaking a SWOT analysis
- Using the Dibb/Simkin Competitive Positions Proforma to assess competitors
- Analysing the marketing environment
- Using the Dibb/Simkin Buying Proforma to understand customers’ buying behaviour
- Applying the Brand Personality Grid
- Developing brand names
- Producing a Directional Policy Matrix in portfolio analysis
- Economic value to the customer analysis (EVC)
- Tackling marketing planning
· Implementation management
- The Dibb/Simkin Market Status Audit
- Report writing
Leading practitioners from well-known companies such as Fujitsu and Tesco provide their thoughts on the importance of the marketing discipline.
For further reading and study beyond the book’s content, this section presents all of the book's recommended key readings. This list contains primarily titles likely to be stocked in most good business school libraries.
Use the electronic glossary to look up important terms and definitions. All marginal definitions from the book are included here, in addition to extra key terms exclusively selected to explain useful concepts.
Test your understanding of key concepts by taking the ACE Practice Tests, as prepared for the fifth edition of Dibb & Simkin’s seminal textbook Marketing: Concepts and Strategies.
Click here to download an exciting new glossary, from the sixth edition of Marketing Concepts and Strategies (available for purchase as a print or eBook on Cengagebrain).
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