MARKETING CONCEPTS AND STRATEGIES.

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 STUD