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Marketing: Core Concepts and Applications

Marketing: Core Concepts and Applications

ISBN 9780470814697
Edition 2
Publication Date
Publisher John Wiley & Sons Australia Ltd
Marketing Core Concepts and Applications, 2nd Asia-Pacific Edition - continuing to put Introductory Marketing students on target! - Exactly who are 'tweens', generation X, generation Y and baby boomers and how can marketers cater for their ever-changing needs? - What marketing opportunities are presented by online social networking sites such as MySpace and YouTube? - Why are Woolworths and Coles shelves increasingly being stocked with their own brands? - Are mobile phone companies targeting children in their marketing? - How has Pumpkin Patch grown from being a single retail outlet in New Zealand into Australasia's leading children's fashion brand? - Why are widescreen televisions a goldmine for electronics retailers? The answers to these marketing questions, and many more, are contained in this textbook! KEY FEATURES * Written by the same author team that delivered the best-selling first edition* Thoroughly updated and revised cases, facts and figures*16 chapters - ideal for the 12-13 week teaching semester* Balanced coverage of both small-to-medium sized enterprises and larger multinational corporations operating in the Asia-Pacific region* Contemporary treatment of e-marketing, triple bottom line, ethics/social responsibility, customer relationship management, and international, government and not-for-profit marketing issues* Comprehensive coverage of the marketing of both goods and services* Concept map at the start of each chapter visually clarifies for students exactly where they are in the marketing process* Are you on target? self-check questions within each chapter aid student self-assessment (answers are provided at the back of the book)* Sample marketing plan and marketing plan worksheets included as appendices* Comprehensive and innovative accompanying lecturer and student resources

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