Marketing Concepts and Strategies

Throughout the 1980s, Bill Pride and O.C. Ferrell's text dominated the USA with its full-color design and innovative supplements for tutors, while UK and European educators primarily relied on Kotler's or McCarthy's works. In 1991, Sally Dibb and Lyndon Simkin collaborated with Pride and Ferrell to create the first European edition of "Marketing: Concepts and Strategies," which quickly gained popularity among tutors and students, leading to numerous imitations from rival publishers. Each edition is a complete rewrite rather than a minor revision, retaining the best features from previous versions while incorporating peer suggestions and the authors' insights from Warwick Business School. This approach ensures that tutors find a convenient synergy with their course structures, while students benefit from the latest concepts in the field. The 5th edition notably includes perspectives from marketing practitioners at companies like Calor, Fujitsu, and Tilda, emphasizing the importance of strategic marketing. This edition is designed to be relevant for undergraduates, MBAs, and students preparing for professional exams, and it comes highly recommended by The Chartered Institute of Marketing.