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Klappentext Marketing, 3rd edition, is the ideal text for the undergraduate Introductory Marketing course in the Asia-Pacific region. Significantly, it is an original work, rather than being an adaptation of a US text. The 1st edition of this text was the most successful 'ground-up' Introductory Marketing text ever released in the local market.Building on the strengths of the popular 1st and 2nd editions, the text and its extensive accompanying digital resources are designed to engage students with the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts. This is coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing and is an essential guide to best practice. The 3rd edition includes expanded coverage of the topical issues of social marketing and marketing in the not-for-profit sector. Zusammenfassung Marketing 3rd edition, is the ideal text for the undergraduate Introductory Marketing course in the Asia-Pacific region. Significantly, it is an original work rather than being an adaptation of a US text. Inhaltsverzeichnis Chapter 1 Introduction to marketing Chapter 2 The marketing environment and market analysis Chapter 3 Market research Chapter 4 Consumer behaviour Chapter 5 Business buying behaviour Chapter 6 Markets: segmentation, targeting and positioning Chapter 7 Product Chapter 8 Price Chapter 9 Promotion Chapter 10 Distribution Chapter 11 Services marketing Chapter 12 Digital marketing Chapter 13 International marketing Chapter 14 Social and not-for-profit marketing Chapter 15 Marketing planning, implementation and evaluation Appendix Marketing plan Chapter 1 Introduction to marketing Chapter 2 The marketing environment and market analysis Chapter 3 Market research Chapter 4 Consumer behaviour Chapter 5 Business buying behaviour Chapter 6 Markets: segmentation, targeting and positioning Chapter 7 Product Chapter 8 Price Chapter 9 Promotion Chapter 10 Distribution Chapter 11 Services marketing Chapter 12 Digital marketing Chapter 13 International marketing Chapter 14 Social and not-for-profit marketing Chapter 15 Marketing planning, implementation and evaluation Appendix Marketing plan ...
