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Marketing, 9th Edition w/ MyMarketingLab (Value Pack)

by: Philip Kotler, Northwestern University | Suzan Burton, University of Western Sydney | Kenneth Deans, University of Otago | Linden Brown, University of New South Wales | Gary Armstrong, University of North Carolina at Chapel Hill

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On-line Price: $144.38 (includes GST)

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Retail Price: $166.38

Publisher: PEARSON EDUCATION AU,20.11.12

Category: MARKETING Level: B/I/A

ISBN: 1486093965
ISBN13: 9781486093960

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To order the textbook only version, please perform a new search using the following ISBN: 9781442549425

This pack contains the following items:
- 'Marketing, 9th Edition' ISBN: 9781442549425

- 'Marketing MyMarketingLab with eBook Access Code Card' ISBN: 9781486004263

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.

Save time and improve your results
Marketing may be packaged with MyMarketingLab, a personalised online learning experience that integrates homework, tutorial assistance and a variety of innovative multimedia learning tools with an eBook, so you can master this subject.

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
Glossary
Index