Marketing with mymarketinglab, 8e..
by Phillip Kotler, Linden Brown, Sue Burton, Ken Deans, Gary Armstrong
Introductory marketing students need a text that not only provides them with a sound knowledge of marketing principles but one that is also engaging and relevant to them. It needs to be exciting, motivating and complete as it delivers the theory that will form the cornerstone of their marketing studies and serve as perennial reference throughout their business careers. Marketing, in its 8th Australian edition, continues to provide an authoritative and holistic platform whilst delivering updated, cutting edge content in new and exciting ways.
Written in a concise and straight-to-the-point manner with plenty of real-world examples Marketing has yet again raised the bar for intro marketing texts. It provides the definitive principles of marketing in a format that is both interesting and engaging to students. Marketing is proof that long-standing theory is still contemporary and can be delivered in a manner that is fresh and relevant to the students of today.
TABLE OF CONTENTS
Part 1: The Strategic Marketing Process
Marketing: Creating Superior Value
Marketing: Delivering and Capturing Value
Strategic Planning and Marketing
Marketing Strategies for Competitive Advantage
Part 2: Understanding the Market
The Global Marketing Environment
Information Management and Market Research
Consumer Behaviour
Business to Business Behaviour
Part 3: Implementing a Customer Driven Strategy
Customer Driven Marketing Strategy (formerly called Market Segmentation, Targeting and Positioning)
Products and Services Marketing
New Products
Pricing for Value
Marketing Channels
Retailing and Wholesaling
Sales Promotion and Selling
Advertising and PR
Direct and Online Marketing
Part 4: Extending Marketing
Tapping into Markets Across the Globe
Responsible Marketing
Author: Phillip Kotler, Linden Brown, Sue Burton, Ken Deans, Gary Armstrong
Hardback: 760 pages
Edition: 8th Revised edition
Published: 22nd Oct 2009
Publisher Pearson Education Australia
ISBN 13: 9781442511248
ISBN 10: 1442511249
Prices at May 2011
- AUD $115.00 www.fishpond.com.au with FREE Australia delivery
- US$ x Bookdepository.com
- GBP £ x Bookdepository.co.uk
- GBP £x Amazon Books UK
- USD $x Amazon Books USA
742.1 - 873,665