- Paperback: 896 pages
- Publisher: Houghton Mifflin; European ed of 5th revised ed edition (27 Mar 2005)
- Language English
- ISBN-10: 061853203X
- ISBN-13: 978-0618532032
- Product Dimensions: 25 x 20.2 x 3 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (12 customer reviews)
- Amazon Bestsellers Rank: 27,045 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Throughout the 1980's Bill Pride and OC Ferrell's text led the way in the USA, with full colour design and cutting edge supplements for tutors. In the UK and Europe, tutors mainly used Kotler's or McCarthy's books. In 1991 Warwick-based Sally Dibb and Lyndon Simkin joined forces with Bill Pride and O.C. Ferrell to produce the first European edition of "Marketing: Concepts and Strategies". This trail-blazing Euro-text proved hugely popular with tutors and students, prompting rival publishers to sponsor a host of poor imitations. Each new edition of "Marketing: Concepts and Strategies" is a full re-write, never a minor revision. The best and most popular features from the previous edition are retained, while peer suggestions coupled with Sally and Lyndon's experience at Warwick Business School lead to a topical and insightful set of additions and improvements. In this way, existing tutors find there is convenient synergy between their course structures and the revised content, while students benefit from coverage of the leading-edge concepts and thinking in the discipline. A significant change for the 5th edition has been the incorporation of practitioners' views about the role of marketing, from leading exponents in Calor, Fujitsu and Tilda, to name only some. Just as truly effective marketing for practitioners require the word "strategic" placing in front of "marketing", this addition of "Marketing: Concepts and Strategies" has put greater emphasis on the process and associated concepts of strategic marketing. As a result, this edition is genuinely applicable to undergraduates, MBAs or college students studying for professional exams. Recommended by The Chartered Institute of Marketing.
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Customer Reviews
Most Helpful Customer Reviews
18 of 18 people found the following review helpful
Format:Paperback
This isn't the type of book you can pick up and read at your leisure. However, for anyone on a marketing or business studies course (CIM Advanced Certificate myself), it will prove an invaluable tool for learning the basics of marketing.
There are plenty of case studies to illustrate the points being discussed. The chapters are laid out such that the topics run smoothly together. The only reason it doesn't get 5 stars is the slight lack of depth of material on B2B and services marketing, but other than that - excellent.
If you are on an undergraduate business/marketing or management course, or just want a thorough introduction to marketing, then this is that book.
7 of 7 people found the following review helpful
Format:Paperback
DSPF's book 'Marketing: Concepts and Strategies' provides an excellent overall view of marketing and the related concepts. It is a great reference book for theory, models etc. However, it is tough going and significant will-power is required to get through it. Nonetheless, a good cure for insomnia. CIM students of the "Diploma in..." will find Wilson's book better for the research module as it is more specialised.
5 of 5 people found the following review helpful
Format:Paperback
Having studied under the authors at Warwick Business School I can thoroughly recommend this text. The blend of classic marketing theory with original biting insight, coupled with the witty delivery that characterized their lectures is expertly captured in this book.
The chapter summaries and introductions provide the novice reader with a comprehensive, well grounded background to the subject of marketing, and for those looking for deeper insight the chapters are laid out in a very systematic and readable fashion. The overall impression upon finishing the book is how the art and science of marketing can be exploited systematically to create powerful, forward-looking marketing strategy.
Numerous revisions have ensured that it is improved and kept bang up to date.
The chapter summaries and introductions provide the novice reader with a comprehensive, well grounded background to the subject of marketing, and for those looking for deeper insight the chapters are laid out in a very systematic and readable fashion. The overall impression upon finishing the book is how the art and science of marketing can be exploited systematically to create powerful, forward-looking marketing strategy.
Numerous revisions have ensured that it is improved and kept bang up to date.
Most Recent Customer Reviews
Heavy going
Oh boy, is that a thick book with a huge amount for information about marketing and case studies. If it was a pocket version, it may have been better and it gave you the nuts and... Read more
Published 11 months ago by Amazon shopper
Good Textbook
This is an exhaustive textbook but an ideal one for broad understanding of the concepts. The summary at the end of each chapter is invaluable that helps in examination preparation.
Published 12 months ago by S. M. K. AHMED
A great introductory marketing book, but...
The book I purchased as published in 2001, was a used book, and the seller had ensured that it arrived in good condition - thank you! Read more
Published 16 months ago by James MacLellan
Excellent overview
A very valuable book which I have continued to use as a reference even though I no longer work as a marketer. Read more
Published on 21 Jan 2009 by A Reader
Marketing: a solid overview
I was introduced to this text during my studies with the Open University's Business school. I have read a lot about marketing since then (and I had previously worked for a while in... Read more
Published on 31 Oct 2008 by Ben Acheson
Brilliant Overview of Marketing for someone not from this field
A really fantastic book giving an overview of the subject in an accessible manner. I've not got a marketing background at all but the examples and cases are really enlightening. Read more
Published on 23 May 2008 by Karl Grocock
Excellent Text
I must say that this is an excellent text. The sections on service marketing and the extended marketing mix are excellent. Read more
Published on 16 April 2006 by Mr. S. Moakes
easy to read and up-to-date
this book is extremely easy to read, well laid-out and the cases are bang up-to-date. A must for fellow marketing students!
Published on 16 May 2005
A truly excellent introduction to marketing!
This was one of the few text books that covered marketing in clear and concise English. I used it to complement distance learning for an MBA. Read more
Published on 17 April 2001
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