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.
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.
Marketing: A Snapshot