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Full Description
Marketing 3rd edition, is the ideal text for the undergraduate Introductory Marketing course in the Asia-Pacific region. Significantly, it is an original work rather than being an adaptation of a US text. The 1st edition of this text was the most successful ground-up Introductory Marketing text ever released in the local market.Building on the strengths of the previous two editions, the text and its extensive accompanying digital resources are designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing, including detailed coverage of digital marketing initiatives, as well as more traditional methods. It is an essential guide to best practice.
Contents
Chapter 1 Introduction to marketingChapter 2 The marketing environment and market analysisChapter 3 Market researchChapter 4 Consumer behaviourChapter 5 Business buying behaviourChapter 6 Markets: segmentation, targeting and positioningChapter 7 ProductChapter 8 PriceChapter 9 PromotionChapter 10 DistributionChapter 11 Services marketingChapter 12 Digital marketingChapter 13 International marketingChapter 14 Social and not-for-profit marketingChapter 15 Marketing planning, implementation and evaluationAppendixMarketing plan
