Marketing 8e by Pearson Education Australia

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Marketing with mymarketinglab, 8e ISBN 9781442511248Marketing with mymarketinglab, 8e..

by Phillip Kotler, Linden Brown, Sue Burton, Ken Deans, Gary Armstrong


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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


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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


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