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Marketing Principles 2nd Asia-Pacific Edition

Perfect for students of all backgrounds and interest levels, this second edition of Marketing Principles combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. view full description
$154.95

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Marketing Principles 2nd Asia-Pacific Edition

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Overview

Perfect for students of all backgrounds and interest levels, this second edition of Marketing Principles combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. The text and a full range of supplementary learning resources (including animated activities, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Marketing principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has an new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times.

Marketing Principles is designed to teach relevant, contemporary concepts and best practices in Asia-Pacific undergraduate marketing through:

  • The importance of being market-oriented, considering the expanded marketing mix through all areas of marketing
  • The need for a dynamic outlook on marketing, which responds to the continually changing world (e.g. where lines between traditional marketing concepts and strategies are blurred)
  • Branding, the expanded marketing mix and customer-focus
  • Increasing interdependence of goods and services
  • The centrality of positioning to marketing

Winner, Tertiary (Adaptations): Teaching and Learning Resource, Australian Publishers Association (APA) Educational Publishing Awards 2015

Features

  • Concept maps at the start of each part show students the connections between topics and provide a learning path
  • Each chapter opens with a vignette that concludes with a Marketing Challenge to encourage students to evaluate how key chapter concepts apply in real-life scenarios. Companies, products and services explored include Kodak, Air Asia, Lego, Canon, L’Oreal and others
  • Learning objectives are linked to end-of-chapter summaries to ensure consolidation
  • Box features: Sustainable Marketing - explores marketing activities that focus on sustainability, Ethical Marketing - focuses on the role of ethics in marketing decisions, Marketing in Action explores practical applications of marketing in the real world by profiling businesses, people and projects and Market in Transition - reflects how marketing is changing and adapting to new technology, competitive forces, and to a global economy• Comprehensive treatment of the expanded marketing mix - People, Physical Evidence, Process and Partnerships. The expanded marketing-mix variables can be used to achieve competitive advantage, positive word-of-mouth communication, brand loyalty or differentiation, and positive attitude. Students learn to use the extended mix variables in any organisation, to achieve organisational goals
  • End of chapter cases help students contextualise! Each chapter ends with a case study - linked to learning objectives and chapter focus - giving a regional or global example, including Vegemite, Kmart, Banking Crowd Sourcing, Tobacco packaging, car sharing, blogging, smartphones and the experience of learning in a museum
  • Key terms are shown in bold and defined in margins

New to Edition

  • NEW chapter on digital marketing and social networking
  • Concept maps at the start of each part show students the connections between topics and provide a learning path
  • Stronger Asia-Pacific focus through examples and pedagogical features
  • Updated cases and examples throughout
  • NEW ‘Digital Marketing and Social Networking’ through the addition of a new chapter and integrated throughout
  • NEW Did you know? Box in margin pointing out a fun, quirky piece of information about marketing
  • NEW Interactive marketing plan in CengageNow for students to create and develop as they learn each new concept

delivery

LocationEstimated Delivery Time
Metro Sydney, Melbourne, Brisbane & Canberra areas 2-4 business days
Metro Adelaide, Hobart and Perth areas 4-6 business days
Country areas 3-6 business days
Remote areas 7+ business days

For more details, please see our Delivery & Shipping page here

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