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Publisher | Pearson Education Australia |
Author(s) | Gary Armstrong / Stewart Adam / Sara Denize / Michael Volkov / Philip Kotler |
Edition | 7 |
Published | 24th August 2017 |
Related course codes |
Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.
This edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.