Home   FAQs   New Arrivals   Specials   Pricing & Shipping   Location   Corporate Services   Why Choose Bookware?  
 Search:   
Call our store: 9955 5567 (from within Sydney) or 1800 734 567 (from outside Sydney)
 View Cart   Check Out   
 
Browse by Subject
 TAFE Accounting
 TAFE I.T./Computing
 TAFE - Other
I.T
 .NET
 Windows 8
 Adobe CS6
 Cisco
 CCNA 2012
 CCNP 2012
 Java
 VB
 ASP
 Web Design
 E-Commerce
 Project Management
 ITIL
 Macintosh
 Mobile Devices
 Linux
 Windows Server 2012
 SQL Server 2012
 SAP
Certification
 MCITP
 MCTS
Economics and Business
 Accounting
 Business Information Systems
 Economics
 Finance
 Management
 Marketing
 TAX
 Human Resources
Academic
 Law
 Nursing
 Medical
 Psychology
 Engineering

Marketing Principles, 2nd Edition with Student Access 12 Months

by: PRIDE/FERRELL/LUKAS/SCHEMBRI/NIININEN

Notify me when in stock

On-line Price: $124.95 (includes GST)

Paperback w/ Website package 640

17%Off Retail Price

You save: $25.00

Usually ships within 3-4 business days.

Retail Price: $149.95

Publisher: Cengage Learning,14.08.14

Category: MARKETING Level: B/I/A

ISBN: 0170254798
ISBN13: 9780170254793

Add to Shopping Cart

Perfect for students of all backgrounds and interest levels, this second edition of Marketing Principles combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. The text and a full range of supplementary learning resources (including animated activities, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Marketing principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has an new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times.

o Marketing Principles is designed to teach relevant, contemporary concepts and best practices in Asia-Pacific undergraduate marketing through:
o The importance of being market-oriented, considering the expanded marketing mix through all areas of marketing
o The need for a dynamic outlook on marketing, which responds to the continually changing world (e.g. where lines between traditional marketing concepts and strategies are blurred) o Branding, the expanded marketing mix and customer-focus
o Increasing interdependence of goods and services
o The centrality of positioning to marketing

Table of Contents

Part 1: MARKETING GROUNDWORK
1. Key concepts in marketing
2. Marketing Planning and Strategy in a competitive environment
3. Marketing research and information systems as the backbone of marketing
Part 2: UNDERSTANDING MARKETS.
4. Consumer Behaviour.
5. Segmentation, target markets and positioning
6. Business Markets and Buying Behaviour.
Part 3: THE EXPANDED MARKETING MIX.
7. The Power of Branding
8. Product Decisions
9. Developing and Managing Goods and Services.
10. Pricing Decisions.
11. Distribution Decisions.
12. Integrated Marketing Communications: Designing promotional campaigns
13. Marketing Communications mix variables:

application
14. Expanding the marketing mix
15. Digital marketing and social networks