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Full Description
Marketing 2nd 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 popular 1st edition, 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 and is an essential guide to best practice.
Contents
1 Introduction to marketing 1 2 The marketing environment and market analysis 37
3 Market research 73
4 Consumer behaviour 111
5 Business buying behaviour 145
6 Markets: segmentation, targeting and positioning 177
7 Product 213
8 Price 251
9 Promotion 297
10 Distribution (place) 345
11 Services marketing 385
12 Electronic marketing 419
13 International marketing 457
14 Marketing planning, implementation and evaluation 493
Appendix Marketing plan 523
