Abstract
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.
| Original language | English |
|---|---|
| Place of Publication | Frenchs Forest, N.S.W. |
| Publisher | Pearson Australia |
| ISBN (Print) | 9781442526013 |
| Publication status | Published - 2010 |
Keywords
- Global Financial Crisis, 2008-2009
- Marketing