An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning.
Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.
This edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
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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 and 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 fulfillment
Part 4 Extending marketing
14 Sustainable marketing: Social responsibility, ethics and legal compliance
Appendix 1 Case studies
Appendix 2 The marketing plan: An introduction
Appendix 3 Marketing analytics spotlights
Appendix 4 Careers in marketing