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Marketing Principles: First Asia Pacific Edition, 1st Edition

by: William M. Pride | O. C. Ferrell | Bryan Lukas | Sharon Schembri | Outi Niininen

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On-line Price: $114.95 (includes GST)

Paperback package 600

21%Off Retail Price

You save: $30.00

This is an old edition. There is a new edition of this book available. In many cases publishers substitute to newer editions automatically...

Only order if you require this exact edition.

Retail Price: $144.95

Publisher: Cengage Learning,30.09.11

Category: MARKETING Level: B/I/A

ISBN: 0170190862
ISBN13: 9780170190862

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THIS IS AN OLD EDITION. FOR THE 2nd EDITION, PLEASE PERFORM A NEW SEARCH USING THE FOLLOWING ISBN13: 9780170254793

PRESCRIBED TEXT FOR MKTG10001 AT THE UNIVERSITY OF MELBOURNE, SEMESTER 1 2013

This first edition of Marketing Principles offers a concise, straightforward approach to basic marketing concepts and strategies

- Emphasises the concept of being market oriented
- Coverage of the expanded marketing mix - People, Physical Evidence, Process
- Integration of emerging contemporary themes such as technology, globalisation, services, ethics and as functioning within established marketing precepts rather than as separate branches of learning offered in separate chapters
- Icons integrated throughout the text to lead students to relevant on-line activities that support or extend the chapter concepts
- Box features: Sustainable marketing - explores marketing activities that focus on sustainability , Ethical marketing- focuses on the role of ethics in marketing decisions, Marketing in action explores practical applications of marketing in the real world by profiling businesses, people and projects and Market in Transition - reflects how marketing is changing and adapting to new technology, competitive forces, and to a global economy
- Each Chapter opens with a vignette that concludes with a Marketing Challenge to encourage students to evaluate how key chapter concepts apply in real-life scenarios. Companies, products and services explored include ABC3, Aldi and Costco, Wet n'Wild, Amazing and pricing Kindle, Metlink, Kubota Australia, Weetbix, Penguin, Wikid Travel
- Each Chapter ends with a case study - regional or global example of which 8 are new cases written by Asia Pacific academics
- Each new copy offers 12 months access to a raft of student online revision and learning tools: CNOW + Search Me! marketing

Part 1: An overview of marketing
1. Customer-focused marketing
2. Marketing planning and strategy
3. Market research and information systems

Part 2: Understanding markets
4. Consumer behaviour
5. Target markets and relationship marketing
6. Business markets and buying behaviour

Part 3 The expanded marketing mix
7. The power of branding
8. Market-oriented product decisions
9. Developing and managing goods and services
10. Market-oriented pricing decisions
11. Market-oriented distribution decisions
12. Market-oriented promotional decisions
13. Developing and managing integrated marketing communications
14. Expanding the marketing mix