Marketing Principles, 2nd Edition with Student Access 12 Months
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MARKETING Level: B/I/A
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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:
14. Expanding the marketing mix
15. Digital marketing and social networks