This Asia Pacific edition puts contemporary introductory marketing students on target.The answer to many marketing questions can be found in this text. Part One. Marketing and its environment: 1. Marketing's role in business and society 2. Planning marketing strategies 3. The marketing environment, social responsibility and ethics 4. Market research and information systems Part Two. Target market selection and buyer behaviour 5. Target markets: segmentation and evaluation 6. Consumer buying behaviour 7. Business markets and buying behaviour Part Three. Product decisions 8. Product, branding and packaging concepts 9. Developing and managing goods and services. Part Four. Pricing decisions 10. Pricing fundamentals 11. Pricing management Part Five. Place (distribution) decisions 12. Marketing channels and supply-chain management 13. Retailing and e-distribution Part Six. Promotion decisions 14. Integrated marketing communicationsm 15. The promotion mix Part Seven. Implementation 16. Marketing implementation and control.
|Place of Publication||Brisbane|
|Publisher||John Wiley & Sons|
|Publication status||Published - 2006|
- sales and marketing