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PRESCRIBED TEXT FOR:
Institution: Federation Uni - TAFE WSI - 2014 2nd Semester
Course Code: BSMAN3008
Subject: Marketing for Managers
The ultimate resource for marketing professionals. Today's marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world.
Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways.
Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career.
The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.
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PART 1: THE STRATEGIC MARKETING PROCESS
Chapter 1 Marketing: Creating superior customer value
Chapter 2 Marketing: Delivering and capturing value
Chapter 3 Strategic planning and marketing
Chapter 4 Marketing strategies for competitive advantage
PART 2: UNDERSTANDING THE MARKET
Chapter 5 The global marketing environment
Chapter 6 Information management and marketing research
Chapter 7 Consumer behaviour
Chapter 8 Business-to-business behaviour
PART 3: IMPLEMENTING A CUSTOMER-DRIVEN STRATEGY
Chapter 9 Market segmentation, targeting and positioning
Chapter 10 Products and services marketing
Chapter 11 New products
Chapter 12 Pricing for value
Chapter 13 Marketing channels and logistics networks
Chapter 14 Retailing and wholesaling
Chapter 15 Advertising and public relations
Chapter 16 Sales promotion and selling
Chapter 17 Direct and online marketing
PART 4: EXTENDING MARKETING
Chapter 18 Tapping into markets across the globe
Chapter 19 Responsible marketing
Appendix 1 The marketing plan
Appendix 2 Marketing by the numbers
Answers to self-check questions