PRESCRIBED TEXT FOR:
Institution: OTEN (Open Training and Education Network) - 2014 Full Year Course
Course Code: BSBMKG603B
Subject: Manage the Marketing Process
Course Code: BSBMKG607B
Subject: Develop a Marketing Plan
Course Code: BSBMKG608A
Subject: Develop Organisational Marketing Objectives
MKTG1001 AT THE UNIVERSITY OF SYDNEY, SEMESTER 2 2013
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Contains Principles of Marketing textbook and MyMarketingLab eText.
Never content to rest on our laurels, during 2009 and 2010 we undertook a rigorous revision of the 4th Australian edition of Principles of Marketing. We collaborated with a total of 63 academics who reviewed, critiqued and provided suggestions to evolve the 5th Australian edition into an unsurpassed teaching and learning solution. We also collaborated with students who helped design the new cover. Click here to find out more about the collaborative cover creation process.
The 5th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier, and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning. The 5th edition's brand new learning design-with an integrative Concept Map at the start of each chapter, and insightful author comments throughout-enhances student understanding. When combined with a completely new MyMarketingLab, our online homework study tool, Principles of Marketing ensures that your students will come to class well prepared and leave class with a richer understanding of core marketing concepts, strategies, and practices.
We have thoroughly updated the 5th edition of Principles of Marketing to reflect the major trends and forces that marketing must take into account in this era of customer value and relationships.
Part 1: Defining Marketing and the Marketing Process
1 Marketing: Creating and Capturing Customer Value
2 Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
3 Analysing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Understanding Consumer and Business Buyer Behaviour
Part 3: Designing a Customer-Driven Strategy and Mix
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
7 Products, Services and Brands: Building Customer Value
8 Developing New Products and Managing the Product Life Cycle
9 Pricing to Capture Customer Value
10 Placement: Customer Value Fulfilment
11 Communicating Customer Value: Advertising and Public Relations
12 Personal Selling and Sales Promotion
13 Direct and Digital Marketing: Building One-to-One Customer Relationships
Part 4: Extended Marketing
14 Sustainable Marketing: Social Responsibility, Ethics and Legal Compliance
Marketing Metrics Spotlights
Appendix 2 The Marketing Plan: An Introduction
A completely new design! The text's more active and integrative presentation includes new in-chapter learning enhancements that guide students down the road to learning marketing.
Concept Maps at the start of each chapter graphically preview and position each chapter and its key concepts, providing your students with a visual guide to more easily navigate the chapter.
Explanatory author comments on major chapter sections and author-annotated figures are designed to simplify and organise chapter material.
Marketing Metric Spotlights. An innovative Appendix 1 provides you with a comprehensive introduction to the marketing financial analysis that helps to guide, assess and support marketing decisions.
A new Case study matrix details all the cases in the text and provides information on each case's focus and orientation to allow you to quickly find the most relevant case for the topic you wish to cover.
Throughout the 5th edition, you will find important new coverage of the rapidly changing nature of customer relationships with companies and brands.
New coverage in every chapter shows how companies are marketing in turbulent local and international economies
in the aftermath of the recent global financial crisis.
New material on the exciting trend toward consumer-generated marketing.
Ethical Reflections are raised throughout each chapter. Readers may research them further and answer the questions raised.
New and expanded discussions of new marketing technologies.
In line with the text's emphasis on measuring and managing return on marketing, we have added marketing metrics discussions to an innovative Appendix 1: Marketing Metrics Spotlights that let students apply analytical thinking to relevant concepts in related chapters.
The 5th edition provides refreshed and expanded coverage of the explosive developments in integrated marketing communications and direct and online marketing. It tells how marketers are incorporating a host of new digital and direct approaches to build and create more targeted, personal, and interactive customer relationships. No other text provides more current or encompassing coverage of these exciting developments.
A revised Chapter 14 pulls marketing together under an important new sustainable marketing framework. Additional discussions throughout the 5th edition show how sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers, the company, and society as a whole.
A restructured pricing
chapter provides improved coverage of pricing strategies and tactics in an uncertain economy.
An integrated chapter 5 brings together consumer and business buyer behaviour for the first time and highlights the similarities and differences between these two customer groups.
A reorganized products, services, and brands chapter (chapter 7) helps to clarify the role of services in today's service economy.
For those who don't wish to use MyMarketingLab there is a new companion website which includes:
CasePilot: CasePilot is an interactive business simulation that helps improve your business case study and decision-making skills. You assume the role of a marketing consultant, complete 5 step-by-step tasks and help improve any of 7 different businesses. CasePilot will score and time your efforts, while also providing answers for each step.