This new Australian text introduces marketing from the perspective of real people making real choices. Each chapter introduces a real-life marketer faced with a range of real-life choices on how best to market their products. The reasons behind the marketing decisions they make becomes the platform to introduce students to the fundamentals of marketing in a real world. Throughout the text students are encouraged to think critically.
|Place of Publication||Frenchs Forest, N.S.W.|
|Publication status||Published - 2010|
- Global Financial Crisis, 2008-2009