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Marketing Essentials Paperback – 24 Nov 2008


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Product details

  • Paperback: 480 pages
  • Publisher: Cengage Learning EMEA (24 Nov. 2008)
  • Language: English
  • ISBN-10: 1408011506
  • ISBN-13: 978-1408011508
  • Product Dimensions: 20.2 x 2.2 x 25.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 327,710 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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About the Author

Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca. Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers. --This text refers to an alternate Paperback edition.

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Ms. Gemma L. Ellis on 1 Oct. 2009
Format: Paperback
Before purchase:
I was a little worried about which books I should get to help me through my CIM, there seemed to be so many options. My tutor advised this was a good book, which would help me throughout the course.

After purchase:
The information was relevant throughout my tutorials and it is currently helping me with my assignment questions, with great references and theory. I have used this book a great deal with Marketing Management in Practice and Marketing Planning.

I wish I had purchased the book sooner!!
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2 of 2 people found the following review helpful By Ben Acheson on 27 Nov. 2009
Format: Paperback
A fantastic marketing text highly recommended for practicing marketers, business students, marketing students and entrepreneurs. A really in-depth exploration of marketing theory with information that can readily be applied to formulate and manage business and marketing strategy.
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By HG357951 on 30 Sept. 2013
Format: Paperback Verified Purchase
Very good condition. Very reasonable price! Better than what I just expect, though delivery a little bit latter. Anyway, I'm satisfied. Thanks!
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