Innovation + Value Creation
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.
Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy.
The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.
Part 1: Defining Marketing and the Marketing Process
1 Marketing: Creating and Capturing Customer Value
2 Company and Marketing Strategy: Partnering to Build Customer Satisfaction
Part 2: Understanding the Marketplace and Consumers
3 The Marketplace and Customers: Analysing the Environment
4 Managing Marketing Information: Gaining Customer Insights
5 Buyer Behaviour: Understanding Consumer and Business Buyers
Part 3: Designing a Customer-Driven Strategy and Mix
6 Customers Segments: Creating Value for Target Customers
7 Products, Services and Brands: Offering Customer Value
8 New-Products: Developing and Managing Innovation
9 Pricing: Capturing Customer Value 10 Placement: Customer Value Fulfilment
11 Advertising and Public Relations: Communicating Customer Value
12 Selling and Sales Promotion: Creating Value in Relationships
13 Direct and Digital Marketing: Building One-to-One Customer Relationships
Part 4: Extended Marketing
14 Sustainable Marketing: Valuing Social Responsibility
Appendix 1 Marketing Metrics Spotlights
Appendix 2 The Marketing Plan: An Introduction
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