| Description |
xxiii, 882 pages : illustrations ; 26 cm + + 1 accompanying text (xii, 232 pages : illustrations ; 26 cm) |
| Series |
Kotler, Philip
|
| Contents |
Part 1: Understanding the marketing process and strategic planning -- 1. Marketing : creating value -- 2. Customer retention and business profits -- 3. Strategic planning and marketing -- 4. Marketing plans -- Part 2: Market analysis, targeting and positioning -- 5. The global marketing environment -- 6. Information management and marketing research -- 7. Consumer behaviour -- 8. Business-to-business behaviour -- 9. Market analysis and applications -- 10. Market segmentation, targeting and positioning -- Part 3: Working with the extended marketing mix -- 11. Products : goods, services and experiences -- 12. New products -- 13. Pricing considerations and approaches -- 14. Marketing logistics networks -- 15. Retailing and wholesaling -- 16. Advertising and public relations -- 17. Managing sales promotion and selling -- 18. Direct and online marketing -- Part 4: Extending marketing management -- 19. Sustainable competitive advantage -- 20. Alliances and the virtual organisation -- 21. The borderless global marketplace -- 22. Ethics and legal compliance |
| Summary |
The most comprehensive and authoritative introductory marketing text available for Australian students. The new edition has been completely updated to reflect recent changes in marketing theory and practice caused by new technologies and new ways of organising |
| Notes |
Previous ed.: Pearson Education Australia, 2001 |
| Bibliography |
Includes bibliographical references and index |
| Audience |
For tertiary students |
| Notes |
Donated by Prof. David Corkindale |
| Subject |
Marketing -- Management.
|
|
Marketing.
|
|
Marketing -- Australia.
|
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Marketing -- Australia -- Management -- Problems, exercises, etc.
|
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Marketing -- Australia -- Management.
|
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Marketing -- New Zealand -- Management.
|
| Author |
Brown, Linden, 1938- author
|
|
Adam, Stewart, author
|
|
Armstrong, Gary, author
|
| ISBN |
9781741031591 (paperback) |
|
1741031591 (paperback) |
|
1741032202 (Study guide) |
|
