Principles of Marketing eBook (7e) : 9781488620102

Principles of Marketing eBook (7e)

Published by
Pearson Australia
Title type

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Principles of Marketing VitalSource eBook

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About the book

An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning.

Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.

The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.

Table of contents

Part 1 Defining marketing and the marketing process
1 Marketing: Creating and capturing customer value
2 Company and marketing strategy: Partnering to build customer engagement, value and relationships

Part 2 Understanding the marketplace and consumers
3 The marketplace and customers: Analysing the environment
4 Marketing analytics: Gaining customer insights
5 Buyer behaviour: Understanding consumer and business buyers

Part 3 Designing a customer-driven strategy and mix
6 Customer-driven marketing strategy: Creating value for target customers
7 Products, services and brands: Offering customer value
8 New products: Developing and managing innovation
9 Pricing: Capturing customer value
10 Placement: Customer value fulfilment
11 Communicating customer value: Advertising and public relations
12 Personal selling and sales promotion: Creating value in relationships
13 Direct and digital marketing: Interactivity and fulfillment

Part 4 Extending marketing
14 Sustainable marketing: Social responsibility, ethics and legal compliance

Appendix 1 Case studies
Appendix 2 The marketing plan: An introduction
Appendix 3 Marketing analytics spotlights
Appendix 4 Careers in marketing

New to this edition

Updated to link concepts and theory and to keep pace with changes in the era of customer value and relationships:

  • Revised learning design featuring concept maps, end-of-chapter features, mini cases and critical thinking exercises
  • NEW! Linking the concepts encourage pause for thought where the students can test their understanding as they proceed through the text
  • NEW and UPDATED! 3 mini cases address current issues and company situations with questions linked to the learning objectives
  • NEW! 4 major case studies can now be found in Appendix 1 highlight key ideas, stories and marketing strategies
  • UPDATED! Marketing Plan featured in Appendix 2 has been updated
  • UPDATED! Marketing Analytics Spotlights in Appendix 3 includes a list of cases which link back to the Marketing Analytics mini case in each chapter
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