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Principles of Marketing + MyLab Marketing with eText - Gary Armstrong

Principles of Marketing + MyLab Marketing with eText

Multi-Copy Pack Published: 20th November 2017
ISBN: 9781488687068

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This pack contains 1 copy of Principles of Marketing 7th edition and an access card to MyLab Marketing with eText.

A flagship marketing resource that provides an introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning.

Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.

The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.

MyLab Marketing can be packaged with this edition to engage students and allow them to apply their knowledge, strengthen their understanding of key concepts and develop critical decision making skills.

  • Part 1 Defining marketing and the marketing process
  • 1 Marketing: Creating and capturing customer value
  • 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships
  • Part 2 Understanding the marketplace and consumers
  • 3 The marketplace and customers: Analysing the environment
  • 4 Marketing analytics: Gaining customer insights
  • 5 Buyer behaviour: Understanding consumer and business buyers
  • Part 3 Designing a customer-driven strategy and mix
  • 6 Customer-driven marketing strategy: Creating value for target customers
  • 7 Products, services and brands: Offering customer value
  • 8 New products: Developing and managing innovation
  • 9 Pricing: Capturing customer value
  • 10 Placement: Customer value fulfilment
  • 11 Communicating customer value: Advertising and public relations
  • 12 Personal selling and sales promotion: Creating value in relationships
  • 13 Direct and digital marketing: Interactivity and fulfillment
  • Part 4 Extending marketing
  • 14 Sustainable marketing: Social responsibility, ethics and legal compliance
  • Appendix 1 Case studies
  • Appendix 2 The marketing plan: An introduction
  • Appendix 3 Marketing analytics spotlights
  • Appendix 4 Careers in marketing

Download the detailed table of contents >

ISBN: 9781488687068
ISBN-10: 1488687064
Audience: Tertiary; University or College
Format: Multi-Copy Pack
Language: English
Published: 20th November 2017
Publisher: Pearson Education Australia
Country of Publication: AU
Edition Number: 7
Edition Type: Revised

Earn 231 Qantas Points
on this Book