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Principles of Marketing + Marketing: A Snapshot, 8th Edition

Gary Armstrong
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Principles of Marketing + Marketing: A Snapshot, 8th Edition

By Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler ...show more
$130.01
$152.95
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Overview
Author
Gary Armstrong
...show all
Edition
8th
ISBN
9780655798613
Published Date
01/10/2020
This pack contains 1 copy of Principles of Marketing, 8th Edition and 1 copy of Marketing: A Snapshot

This best-selling and marketing-leading product introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Principles of Marketing shows students how customer value – creating it and capturing it – drives every effective marketing strategy.

The 8th Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies to build customer engagement, brand community and sales, as well as wider coverage of cases and examples from an Australian perspective.

Marketing: A Snapshot is a step-by-step guide to creating a marketing plan.

This concise guide provides a high-level view of the critical marketing activities associated with the Marketing Process Concept.

Students will learn how to confidently make marketing decisions in many different types of situations; within a variety of organisations and markets.

A full length real-life case study on ASCA demonstrates the application of the concepts identified in Chapter 1.

Features
Principles of Marketing
  • Learning objectives - Each chapter begins with learning objectives that prepare the reader for the chapter material and detail the learning goals
  • Concept map - The concept map graphically previews and positions each chapter and its key concepts, providing a visual guide to enable easy navigation of the chapter content.
  • Linking the concepts - The key concepts are reflected upon at the end of each chapter’s main sections.
  • Highlighted definitions and key terms - Throughout each chapter, definitions in colour are provided in the margin adjacent to where each key term is discussed in the text.
  • Marketing in action - Additional examples and important information are presented in marketing highlight exhibits throughout the book, together with questions for class and individual use.
  • Student learning centre - Each chapter concludes with a section dedicated to student learning. It provides a summary of the chapter relative to the chapter learning objectives, discussion questions, critical thinking exercises and a page-referenced list of the chapter’s key terms.
  • Mini cases - These short application cases at the end of each chapter address current issues and company situations. Questions are linked to the chapter’s learning objectives.
  • Case studies - Appendix 1 sets out case studies that highlight key ideas, stories and marketing strategies. Cases involve smalland medium-sized enterprises, as well as large firms.

Marketing: A Snapshot
This concise guide has just three parts.
 
Part 1 Snapshot of Marketing Concepts provides students with a holistic understanding of the key marketing activities associated with the marketing process. It does this by defining marketing and describing the various steps in the marketing process.
 
A variety of step-by-step diagrams provide a visual representation of the relationship among the core marketing concepts.
 
Part 2 Snapshot of Marketing in Real-Life demonstrates the application of the concepts identified in Chapter One to an in-detail case study of ASCA, a non-profit organisation which serves as adviser and buying group for schools.
 
Part 3 Applying the Core Marketing Concepts  includes a set of learning activities related to each portion of the marketing process and consists of case studies and short and long essay questions.
 
Pack items
Table of contents
Principles of Marketing
  • PART 1 Defining marketing and the marketing process
  • 1 Marketing: Creating and capturing customer value 
  • 2 Company and marketing strategy: Partnering to build customer engagement value and relationships 
  • PART 2 Understanding the marketplace and consumers
  • 3 The Marketplace and customers: Analysing the environment 
  • 4 Marketing analytics: Gaining customer insights 
  • 5 Buyer behaviour: Understanding consumer and business buyers 
  • PART 3 Designing a customer-driven strategy mix
  • 6 Customer driven marketing Strategy: Creating value for target customers 
  • 7 Products, services and brands: Offering customer value 
  • 8 New products: Developing and managing innovation 
  • 9 Pricing: Capturing customer value 
  • 10 Placement: Customer value fulfilment 
  • 11 Communicating customer value: Advertising and public relations 
  • 12. Personal selling and sales promotion:  Creating value in relationships 
  • 13 Direct and digital marketing: Interactivity and fulfilment 
  • PART 4 Extending marketing
  • 14 Sustainable marketing: Social responsibility, ethics and legal compliance

Download the detailed table of contents


Marketing: A Snapshot

  • Part 1 Snapshot of Marketing Concepts
  • What is marketing?
  • Step by step diagrammatic representation of marketing activities
  • Step I. Current situation analysis
  • Step II. STP: Segmentation, targeting and positioning
  • Step III. Marketing mix
  • Step IV. Implementation and control
  • Part 2 A Snapshot of Marketing in Real Life
  • ASCA: Better buying power for schools
  • Current situation analysis
  • Segmentation, targeting and positioning
  • Marketing mix
  • Implementation and control
  • Future decisions to be made
  • Part 3 Applying the Core Marketing Concepts
  • Case study 1: Kingsgrove Sports Centre
  • Case study 2: PVA—The Partners of Veterans Association of Australia Inc.
  • Case study 3: The Grand Hotel