Marketing + iStudy Version 2
Marketing 2nd edition is the ideal text forthe undergraduate Introductory Marketing course in the Asia-Pacificregion. Significantly, it is an original work rather than being anadaptation of a US text. The 1st edition of thistext was the most successful 'ground-up' IntroductoryMarketing text ever released in the local market.
Building on the strengths of the popular1st edition, the text and its extensiveaccompanying digital resources are designed to engage students inthe study of marketing. A diverse range of organisations, goods andservices from Australia, New Zealand and the Asian region arefeatured to illustrate key concepts, coupled with detailed coverageof the latest marketing theory, research and thinking. This textprovides a thorough analysis of contemporary marketing and is anessential guide to best practice.
The iStudy contains interactive modules and local videos to enhanceyour understanding of key concepts. Each interactive modulecontains a summarised version of the textbook with the inclusion ofaudio voiceover and interactive activities designed to test yourknowledge and assist your learning.
2 The marketing environment and market analysis 37
3 Market research 73
4 Consumer behaviour 111
5 Business buying behaviour 145
6 Markets: segmentation, targeting and positioning 177
7 Product 213
8 Price 251
9 Promotion 297
10 Distribution (place) 345
11 Services marketing 385
12 Electronic marketing 419
13 International marketing 457
14 Marketing planning, implementation and evaluation 493
Appendix Marketing plan 523
