Marketing

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 popular 1st and 2nd editions, the text and its extensive accompanying digital resources are designed to engage students with 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. This is coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing and is an essential guide to best practice. The 3rd edition includes expanded coverage of the topical issues of social marketing and marketing in the not–for–profit sector.

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 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