Bøger af Sally (Coventry University Dibb

The ninth edition of Marketing Concepts and Strategies has been fully updated to reflect the latest marketing themes, together with the authors' real-life practitioner expertise. The marketing world has gone digital as consumers rely on social media; new operational regulations abound on data compliance and privacy. Marketing has become more aligned to ethical, responsible and sustainability issues; the discipline has become more critical and reflective, and the pandemic has changed business strategies worldwide.

Explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This title follows a logical structure enabling students to see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy.

Explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.