Byron Sharp Katherine Anderson, Dag Bennett, Svetlana Bogomolova, David Corkindale, Nick Danenberg,Charles Graham, Nicole Hartnett, Rachel Kennedy,Marianthi Livaditis, Larry Lockshin, and others
OUP Australia & New Zealand
656 pages | 248x204mm
978-0-19-557355-8 | Paperback | 17 January 2013
Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital online book version of the book (registration code and website included on print book cover flap), it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.
Readership: First year undergraduate students studying a compulsory introductory marketing subject as part of their studies.
Accompanied by an enriched online book version of the text to provide a blended print and digital resource (registration code and website included on print book cover flap).
Supported by a suite of supplementary resources for educators and students.
Provides a thorough analysis of contemporary marketing for the future professional.
Written by a combination of marketing academics and marketing scientists who engage with industry.
Provides numerous real world examples of marketing in the Australasian region and internationally.
Features a diverse range of organisations, goods and services.
Each chapter is supported by an extended end of chapter case study.
Written to help students understand and solve complex marketing problems.
1 Introduction - What do Marketing Professionals Do? 2 Consumer Behaviour and Business Buyer Behaviour 3 Marketing Metrics and Modelling - informing decisions 4 Market Research 5 The Marketing Environment 6 Customer Segmentation, Targeting and Positioning 7 Product (Goods and Services) 8 Physical Availability/Retailing/Packaging 9 Pricing and Discounting 10 Advertising 11 Media Decisions 12 Strategic Marketing and Planning 13 Global Marketing 14 Social Responsibility and Ethics
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