Review
"An overdue and much-needed aid to support students' learning and revision in marketing, which will be a highly effective contribution."
Professor Nigel F Piercy
Professor of Strategic Marketing
Cranfield School of Management
"A long-awaited compilation of marketing topics for
students, the work is very relevant and well presented, especially for revision purposes. The topics are well
explained, with key concepts and issues being highlighted, and their concise nature means students can use the book as an 'aide-memoire' and reference text"
Dr Nittin Essoo
Lecturer in Marketing Management
Loughborough University
"Dibb and Simkin have done it again with "Marketing Briefs". A marketing textbook that answers and satisfies what every reader demands- concise, in-depth, succinct and most importantly easy to read! A textbook that deservedly should be on the bookshelf of any person involved in marketing, whether they be academics, practioner or students."
Andrew Lindridge
UMIST
"This is an outstandingly useful book for both students and instructors. It is just the kind of book that I wished for as a student. It is not a textbook and yet much more than a revision aid. Instead, this book focuses on 50 key topics within marketing. The approach, though, is not about rote learning, it is about achieving an understanding of marketing. Here, definitions are followed by summaries and explanations, which offer real-life examples. To round off, there are examination style questions and answers.
I feel that if you can understand and familiarise yourself with the contents of this book, I do not see how you could fail a marketing exam. From the key definitions of marketing incorporating concepts of mutually beneficial exchanges and customer satisfaction, to new issues likely to greatly influence the future of marketing such as "one-to-one marketing", this books offers the coverage to encompass them all. It is doubtful that you could obtain more concise explanations or better working definitions than are to be found here. Besides, at the end of each of those fifty topics there are suggestions for further reading. This is a recommended buy for students and for all who teach marketing as this book could have a great impact on student understanding and thus examination performance. In producing this book the two authors have done a great service to all marketing students, to marketing education and to the marketing profession."
Stanley J. Paliwoda
Professor of International Marketing
Head, Department of Commerce
University of Birmingham
Professor Nigel F Piercy
Professor of Strategic Marketing
Cranfield School of Management
"A long-awaited compilation of marketing topics for
students, the work is very relevant and well presented, especially for revision purposes. The topics are well
explained, with key concepts and issues being highlighted, and their concise nature means students can use the book as an 'aide-memoire' and reference text"
Dr Nittin Essoo
Lecturer in Marketing Management
Loughborough University
"Dibb and Simkin have done it again with "Marketing Briefs". A marketing textbook that answers and satisfies what every reader demands- concise, in-depth, succinct and most importantly easy to read! A textbook that deservedly should be on the bookshelf of any person involved in marketing, whether they be academics, practioner or students."
Andrew Lindridge
UMIST
"This is an outstandingly useful book for both students and instructors. It is just the kind of book that I wished for as a student. It is not a textbook and yet much more than a revision aid. Instead, this book focuses on 50 key topics within marketing. The approach, though, is not about rote learning, it is about achieving an understanding of marketing. Here, definitions are followed by summaries and explanations, which offer real-life examples. To round off, there are examination style questions and answers.
I feel that if you can understand and familiarise yourself with the contents of this book, I do not see how you could fail a marketing exam. From the key definitions of marketing incorporating concepts of mutually beneficial exchanges and customer satisfaction, to new issues likely to greatly influence the future of marketing such as "one-to-one marketing", this books offers the coverage to encompass them all. It is doubtful that you could obtain more concise explanations or better working definitions than are to be found here. Besides, at the end of each of those fifty topics there are suggestions for further reading. This is a recommended buy for students and for all who teach marketing as this book could have a great impact on student understanding and thus examination performance. In producing this book the two authors have done a great service to all marketing students, to marketing education and to the marketing profession."
Stanley J. Paliwoda
Professor of International Marketing
Head, Department of Commerce
University of Birmingham
Product Description
This revised and updated second edition of Marketing Briefs: a revision study guide gives every marketing student the most comprehensive collection of definitive overviews of every key concept in the subject.
The text itself is organized into short structured chapters, the Briefs, each including:
* Core definitions
* A bulleted key point overview
* Thorough yet concise explanation of the concept and primary issues
* Illustrative examples
* A selection of examination style case, essay and applied questions
Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework, designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.
* Short, snappy and succinct nature of the book
* structured chapters, which include a bulleted overview, illustrative examples and example examination questions and further reading / sources
* companion website to support the text (http://www.bh.com/companions/0750653868)
The text itself is organized into short structured chapters, the Briefs, each including:
* Core definitions
* A bulleted key point overview
* Thorough yet concise explanation of the concept and primary issues
* Illustrative examples
* A selection of examination style case, essay and applied questions
Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework, designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.
* Short, snappy and succinct nature of the book
* structured chapters, which include a bulleted overview, illustrative examples and example examination questions and further reading / sources
* companion website to support the text (http://www.bh.com/companions/0750653868)
