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Principles of Marketing with mymarketinglab, 4e
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Principles of Marketing, 4e provides a concise and accessible introduction to marketing from the leading authority in this field. The new edition retains its authoritative presentation of marketing theory while still maintaining an interesting and engaging writing style. The mix of colour photographs, tables and boxes keeps the text interesting and appealing. It also offers the reader a rich variety of examples and applications illustrating the major decisions that marketing management faces in its efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace.
Each new copy comes with an access code to MyMarketingLab, an online solution containing a wealth of resources, including a full ebook, personalised study plans, self-assessment activities, interactive exercises, videos and more.
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MyMarketingLab is an online solution that personalises both the teaching and learning experience. Offering students self-assessment exercises and personalised study plans, and instructors the ability to customise to suit their course, aggregate reporting and assessment. MyMarketingLab gives instructors and students access to a wealth of resources all geared to meet their individual teaching and learning needs.
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Marketing Metric boxes clearly illustrate how marketing metrics apply to the different areas in marketing.
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Ethical reflections boxes prompt students to question the practices and morals of businesses today.
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Fully updated to include latest marketing research.
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New DVD material – The Fusion DVD to accompany Kotler Principles of Marketing 4e is a new selection of Australian video cases, created specifically to support the needs of today’s teachers and students. Acknowledging the visual learning styles of many of today’s students, these video segments illuminate key theories and concepts using real-life case studies and interviews with today’s managers.
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New and updated case studies highlight key ideas, stories and marketing strategies. Answers are included in the instructor’s manual. A case study matrix at the beginning of the book indicates the focus of each case.
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Features and Benefits
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- An international flavour is maintained throughout the text, with particular reference to the South-East Asian region.
- An opening example introduces every chapter and provides a real-world context for the central themes of the chapter.
- Chapter objectives at the beginning of each chapter prepare students for the chapter material and detail learning goals.
- Self-check questions are included at the end of each major section in chapters, so students can revise and refresh their knowledge.
- Each chapter concludes with a short concept check designed to reinforce concepts discussed in the chapter.
- Answers to self-check questions and concept check questions are provided at the back of the book.
- Marketing Highlights containing additional examples and important information appear throughout the book. Accompanying questions can be used for class and individual use.
- Highlighted definitions are explained in the margin adjacent to the point at which each term is introduced in the text, giving students a chance to understand the terminology being used. There is also a list of key terms at the end of each chapter and a glossary at the back of the book.
- Chapter summaries provide a concise overview of the chapter’s main points and are a useful tool for study and revision.
- Reviewing the Issues questions at the end of each chapter are designed to encourage critical thinking and group discussion.
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PART I CREATING CUSTOMER VALUE AND SATISFACTION PROFITABLY
1. Marketing – Creating Excitement and Value
2. Strategic Marketing and Planning
PART II MARKET BEHAVIOUR AND STRATEGIES
3. The Global Marketing Environment
4. Information Management and Marketing Research
5. Consumer Market Behaviour
6. Business Market Behaviour
7. Market Segmentation, Targeting and Positioning
PART III DEVELOPING THE MARKETING MIX
8. Products: Goods, Services and Experiences
9. New Products
10. Pricing Considerations and Approaches
11. Placement
12. IMC: Advertising and Public Relations
13. IMC: Sales Promotion and Personal Selling
14. Direct and Digital Marketing
PART IV RESPONSIBLE MARKETING
15. Ethics and Marketing Compliance
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Stewart Adam is Associate Professor in Electronic Marketing in the Faculty of Business and Law at Deakin University, Melbourne. He has a psychology and sociology undergraduate degree from the University of New South Wales, a graduate diploma in financial management from the University of New England, and a research Master of Commerce degree from Deakin University. Stewart’s PhD focused on online marketing and organisational performance in Australia and New Zealand. Stewart is an Associate Fellow of the Australian Institute of Management (AFAIM), an Associate Fellow of the Australian Marketing Institute (AFAMI) and a Certified Practising Marketer (CPM). He co-ordinates undergraduate marketing programs at Deakin University, and teaches direct and digital marketing at undergraduate and postgraduate levels both in Australia and abroad. Stewart has spent 35 years almost equally divided between marketing practice and facilitating learning in marketing and management. His marketing practitioner experience includes account management with advertising agencies in Europe and Australia. Additionally, Stewart has worked as product manager, marketing manager, consultant and general manager in both the manufacturing and services sectors and regularly consults with a number of marketing organisations. He has published 10 other marketing and electronic marketing textbooks, and publishes widely in academic journals and the business press. His research and teaching interests are in direct and digital marketing and may be viewed at www.StewartAdam.com.
Sara Denize is Associate Head of School (Learning and Teaching) in the School of Marketing at the University of Western Sydney. A marketer through and through she completed her Bachelor of Commerce (Honours) degree with a major in Marketing at the University of Otago, New Zealand and followed up with a Master of Commerce by research a few years later. After moving to Australia, Sara completed her PhD at the University of Technology, Sydney. With over 17 years of experience as an educator, Sara oversees undergraduate and postgraduate programs in marketing and international business and international marketing for the School of Marketing at the University of Western Sydney. She loves teaching and is keen to make all aspects of marketing education accessible and meaningful. Her teaching accomplishments have most recently been recognised in the inaugural round of national teaching citations presented by the Carrick Institute (which was established to promote and advance teaching and learning in Australian higher education). Also a keen researcher, she is a member of the Centre for Industry and Innovation Studies (UWS) where she continues to develop her interest in collaboration and information exchange in various business marketing contexts.
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