Principles of Marketing

Front Cover
Pearson Australia, Oct 1, 2014 - Business & Economics - 601 pages
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.
 

Contents

Part 1 Defining marketing and the marketing process
1
Part 2 Understanding the marketplace and consumers
69
Part 3 Designing a customerdriven strategy and mix
171
Part 4 Extending marketing
451
Appendix 1 Marketing metrics spotlights
493
An introduction
516
A mini case study and marketing plan
529
Answers to selfcheck questions
534
Glossary
545
Index
556
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