Marketing : 9780733973888


Monger, Brian
Published by
Pearson Australia
Available on demand
Title type
Good marketing skills are essential to the success of any business or organisation.  More than just ‘selling’ a product, a good marketer understands the needs of both the organisation and the market, and knows the importance of meeting the customer’s needs better than the competition.
The learning features of this new Australian text spell out in black and white the fundamental marketing principles and concepts, and how to apply them to develop successful business activities.  Key features include:
  • Learning Objectives that outline key issues and concepts in each chapter
  • Chapter Quotations provide a lively introduction to each chapter
  • Marketing Profiles contain many examples of Australian and International brands to give a broad picture of the marketing environment
  • Section review activities provide the opportunity to apply key concepts in the text
  • Review questions help consolidate students’ understanding of each chapter
  • Key terms and a Glossary for ease of reference
The text also uses unique cumulative Case Studies. These fully developed scenarios, based on the fictitious Green River Clothing Company and Springhill Country House, demonstrate the practical application of theories and issues in the text. These are also supported by a series of Excel spreadsheets showing the planning and analysis for the Case Study marketing plans. These, along with multiple choice questions, true/false questions, and further links and resources can be found on the Companion Website:
Preview the text online
Table of contents
Section 1 - Marketing: in Black and White
Chapter 1          Introduction
Chapter 2          Ethics and Corporate Social Responsibility
Section 2 - Planning
Chapter 3          Marketing and Business Development Planning
Chapter 4          Planning - Analysing and Forecasting
Chapter 5          Planning – Strategy
Chapter 6          Planning – Identifying Marketing Opportunities
Chapter 7          Writing the Marketing Plan
Chapter 8          Presentation and Implementation of the Marketing Plan
Chapter 9          Analysis and Control of the Marketing Process
Section 3 – Information
Chapter 10        Market Research
Chapter 11        Analysing Market Research
Chapter 12        Understanding Buyer Behaviour
Chapter 13        Market Segmentation, Targeting and Positioning
Section 4 – Marketing Mix
Chapter 14        Marketing Mix Strategy
Chapter 15        The Value Offer – Product
Chapter 16        Marketing Services
Chapter 17        New Product Development
Chapter 18        The Marketing Offer – Price
Chapter 19        Promotion/Marketing Communication
Chapter 20        Direct Marketing/eMarketing
Chapter 21        Delivering Value – Placement
Chapter 22        Building Client Relationships
Author biography
Dr. Brian Monger is the executive director of the Marketing Association of ANZ, and has taught at all tertiary study levels including Vocational Education and Training over the last 25 years. He has written and presented numerous conference papers, as well as marketing articles and teaching material.
Target audience

Supports competency units

  • BSBMKG301A Research the market 
  • BSBMKG302A Identify marketing opportunities 
  • BSBMKG303A Draft an elementary marketing audit report 
  • BSBMKG401A Profile the market 
  • BSBMKG402A Analyse consumer behaviour 
  • BSBMKG403A Analyse market data 
  • BSBMKG404A Forecast market and business 
  • BSBMKG405A Implement and monitor marketing activities 
  • BSBMKG406A Build client relationships 
  • BSBMKG407A Make a presentation 
  • BSBMKG408A Evaluate marketing opportunities 
  • BSBMKG503A Develop a marketing communications plan

 This text can be used to support the delivery of the updated and equivalent units from the BSB07 Training Package.

  • BSBCMM401A Make a presentation 
  • BSBMKG401B Profile the market 
  • BSBMKG402B Analyse consumer behaviour for specific markets 
  • BSBMKG408B Conduct market research 
  • BSBMKG409A Design direct response offers 
  • BSBMKG412A Conduct electronic marketing communications 
  • BSBMKG413A Promote products and services 
  • BSBMKG414A Undertake marketing activities 
  • BSBREL402A Build client relationships and business networks 
  • BSBMKG501B Identify and evaluate marketing opportunities 
  • BSBMKG502B Establish and adjust the marketing mix 
  • BSBMKG506B Plan market research 
  • BSBMKG507A Interpret market trends and developments 
  • BSBMKG514A Implement and monitor marketing activities 
  • BSBMKG515A Conduct a marketing audit 
  • BSBMKG603B Manage the marketing process 
  • BSBMKG607B Manage market research 
  • BSBMKG608A Develop organisational marketing objectives 
  • BSBMKG609A Develop a marketing plan

Download a competency to chapter mapping grid from the title web page below.

Educator downloads

Sample Chapter