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MKTG2 : Asia Pacific Edition

by: Charles W. Lamb | Joe F. Hair | Carl McDaniel | Jane Summers | Michael Gardiner

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On-line Price: $82.95 (includes GST)

Paperback package 366

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Retail Price: $89.95

Publisher: Cengage Learning,01.05.12

Category: MARKETING Level: B/I/A

ISBN: 017019356X
ISBN13: 9780170193566

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Institution: OTEN (Open Training and Education Network) - 2014 Full Year Course
Course Code: BSBMKG414B
Subject: Undertake Marketing Activities

Institution: Queensland Institute of Business and Technology - TRIMESTER 1 2015
Course Code: 1003MKT
Subject: Intro to Marketing

A unique approach to learning the principles of marketing, MKTG2 is the second Asia-Pacific edition of a proven, innovative solution to enhance the learning experience. Expanded content, supported by a suite of online learning aids, equips students with the tools required to successfully undertake an introductory marketing course.

Continuing to pave a new way to both teach and learn, MKTG2 is designed to truly connect with today's busy, tech-savvy student. Students have access to online interactive quizzing, videos, podcasts, flashcards, marketing plan, games and more. An accessible, easy-to-read text along with tear out review cards complete a package which helps students to learn important concepts faster.

MKTG delivers a fresh approach to give students what they need and want in a text.

Part 1: An introduction to marketing
1. An overview of marketing
2. The marketing environment

Part 2: Customer Information
3. Consumer decision-making
4. Business decision-making
5. Segmenting and targeting markets
6. Market information and marketing research

Part 3: Managing the marketing mix
7. Goods and Services
8. Branding
9. Developing and managing products
10. Marketing channels and logistics decisions
11. Integrated marketing communication: IMC
12. Promotions mix
13. Pricing

Part 4: The world of marketing
14. Global marketing
15. Marketing strategy