Marketing: A Pacific RIM Edition
Publication Date 1 Jan 2006
OverviewMarketing: 1st Asia Pacific Edition - puts contemporary Introductory Marketing students on target! - How does Vodafone "connect" with its customers? - Why is Wotif.com such a success story when many other "dot-com" businesses have failed? - How is digital media both a threat and an opportunity for marketers in the entertainment industry? - What is "click through" and why does Google lead the way in this form of advertising? - Can fruit juice companies like Nudie and Boost Juice sustain their market growth? - Why are supermarkets stocking more "home brand" products rather than manufacturers' brands? - How has eBay become such a worldwide phenomenon? - How can charities use marketing to combat "donor fatigue" in raising funds? - How does Harley Davidson remain an "icon brand" that can charge a premium price for motorcycles? The answers to these and many other marketing questions can be found in this text! The same author team that delivered Marketing: Core Concepts and Applications 1st Asia Pacific Edition text to the market for first Semester 2006 are returning with this more comprehensive version of their market leading text. KEY FEATURES *21 chapters - comprehensive coverage of all introductory marketing topics, including separate chapters on International Marketing, E-Marketing and Customer Relationship Management and Services Marketing* A balanced coverage of the marketing of both products and services * Emphasis on both small to medium sized enterprises and larger multinational corporations in the Asia Pacific region* Contemporary coverage of e-marketing, the triple bottom line, ethics/social responsibility, customer relationship management, and international, government, and not for profit marketing * Based on the best selling text in the US market by Pride and Ferrell* Visual concept maps at the start of each chapter explain to students exactly where they are in the marketing process*"Are you on Target?" self check questions throughout the chapter for student self assessment, with answers provided at the back of the text* Marketing Plan Appendix guides students step by step in preparing their own marketing plan* Accompanying local video cases and activities for instructors* Comprehensive text website (www.johnwiley.com.au/highered/pride) including Wiley Web Q (interactive quizzing for student self assessment), and Marketing at Work articles
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