Marketing: Concepts and Strategies

Sally Dibb, Lyndon Simkin, William Pride, O.C. Ferrell

    Research output: Book/ReportBookpeer-review


    erfect for students of all backgrounds and interest levels, the sixth edition of Dibb, Simkin, Pride and Ferrell's Marketing: Concepts and Strategies combines a thorough overview of essential marketing principles, concepts and strategies with a visually-engaging, reader-friendly presentation. The text takes students beyond the marketing mix, to recognize that in addition to producing and executing marketing programs, the marketing philosophy can add much strategic direction and market insight to an organization's strategizing.

    The world for marketers has gone digital, consumers communicate readily with each other via social media, marketing has become more aligned to ethical, responsible and sustainability issues and marketing as an academic discipline has become more critical and reflective. All these developments are key themes in this new edition.
    Original languageEnglish
    PublisherCengage Learning EMEA
    Number of pages816
    Edition7th Edition
    ISBN (Print)9781473725126
    Publication statusPublished - 2016


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