Principles of Marketing, 3e provides a concise and accessible introduction to marketing. The new edition retains its authoritative presentation of marketing theory. It also offers the reader a rich variety of examples and applications illustrating the major decisions that marketing management faces in its efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace.The easy-to-read writing style and mix of colour photographs, boxes and tables throughout makes the text particularly appealing to young students.
An open letter from the authors
This title is sold in a pack with a OneKey access code. A choice of Course Compass, WebCT or BlackBoard course management system is available.
New To This Edition
* NEW! More concise - there are now 15 chapters, making it an ideal text for one-semester courses
* NEW! More targeted - every chapter has been reviewed and rewritten in a context that will appeal to the undergraduate audience
* NEW! Fully updated to include latest marketing research
* NEW! Contains current topics such as Organisational performance due to marketing effort
* NEW! All cases are new, and have been written by some of Australia's leading academic case writers
* NEW! Extended coverage of the marketing mix is graphically depicted in Chapter 1
* NEW! Now with OneKey. OneKey is Pearson's exclusive new resource for instructors and students giving access to the best online teaching and learning tools-all available 24 hours a day, 7 days a week. Whether you prefer CourseCompass, BlackBoard, WebCT or a Companion Website - OneKey means all your resources are in one place for maximum convenience, simplicity and success.
* NEW! Students can access Activebook, an interactive, online book that
integrates media resources with the textbook to enhance the student learning experience. Carefully integrated self-testing checks student understanding of the concepts they have just read, while instant feedback provides an interactive study guide to further learning. Additional print, audio, and video components create a dynamic learning environment.
Features and Benefits
* An international flavour is maintained throughout the text, with particular reference to the South-East Asian region.
* An opening example, including a full page colour photo, introduces every chapter, and provides a real-world context for the central themes of the chapter.
* Chapter objectives at the beginning of each chapter prepare students for the chapter material and detail learning goals.
* Self-check questions are included at the end of each major section in chapters, so students can revise and refresh their knowledge.
* Each chapter concludes with a short concept check designed to reinforce concepts discussed in the chapter.
* Answers to self-check questions and concept check questions are provided at the back of the book.
* Marketing Highlights containing additional examples and important information appear throughout the book. Accompanying questions can be used for class and individual use.
* Highlighted definitions are explained in the margin adjacent to the point at which each term is introduced in the text, giving students a chance to understand the terminology being used. There is also a list of key terms at the end of each chapter and a glossary at the back of the book.
* Ethics Issues, at the end of each chapter, highlight ethical issues students will come across in their work. These make excellent discussion topics in tutorials.
* Chapter summaries provide a concise overview of the chapter's main points and are a useful tool for study and revision.
* Reviewing the Issues questions at the end of each chapter are designed to encourage critical thinking and group discussion.
* Case studies highlight key ideas, stories and marketing strategies. Answers are included in the instructor's manual. A case study matrix at the start of the book indicates the focus of each case.
Table of Contents
PART I CREATING EXCITEMENT AND VALUE
1. Marketing - creating value and excitement
2. Strategic Marketing and Planning
PART II MARKET BEHAVIOUR AND STRATEGIES
3. The global marketing environment
4. Information management and marketing research
5. Consumer market behaviour
6. Business market behaviour
7. Market segmentation, targeting and positioning
PART III DEVELOPING THE MARKETING MIX
8.
Products: goods, services & experiences
9.
New products
10. Pricing considerations and approaches
11. Placement
12.
IMC: advertising and public relations
13.
IMC: sales promotion and selling
14.
Direct and online marketing
PART IV RESPONSIBLE MARKETING
15.
Ethics and legal compliance
SUPPLEMENTS
Instructors Manual
PowerPoints
Computerised Test Bank
Australian Video/DVD
OneKey
Activebook
