Marketing
Seiten
2014
|
3rd Edition
John Wiley & Sons Inc (Verlag)
978-1-118-62417-3 (ISBN)
John Wiley & Sons Inc (Verlag)
978-1-118-62417-3 (ISBN)
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Marketing 3rd edition, is the ideal text for the undergraduate Introductory Marketing course in the Asia–Pacific region. Significantly, it is an original work rather than being an adaptation of a US text. The 1st edition of this text was the most successful ground–up Introductory Marketing text ever released in the local market.
Building on the strengths of the previous two editions, the text and its extensive accompanying digital resources are designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing, including detailed coverage of digital marketing initiatives, as well as more traditional methods. It is an essential guide to best practice.
Building on the strengths of the previous two editions, the text and its extensive accompanying digital resources are designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing, including detailed coverage of digital marketing initiatives, as well as more traditional methods. It is an essential guide to best practice.
Chapter 1 Introduction to marketing
Chapter 2 The marketing environment and market analysis
Chapter 3 Market research
Chapter 4 Consumer behaviour
Chapter 5 Business buying behaviour
Chapter 6 Markets: segmentation, targeting and positioning
Chapter 7 Product
Chapter 8 Price
Chapter 9 Promotion
Chapter 10 Distribution
Chapter 11 Services marketing
Chapter 12 Digital marketing
Chapter 13 International marketing
Chapter 14 Social and not–for–profit marketing
Chapter 15 Marketing planning, implementation and evaluation
Appendix
Marketing plan
| Verlagsort | New York |
|---|---|
| Sprache | englisch |
| Maße | 215 x 251 mm |
| Gewicht | 1452 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-118-62417-3 / 1118624173 |
| ISBN-13 | 978-1-118-62417-3 / 9781118624173 |
| Zustand | Neuware |
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