PRESCRIBED TEXT FOR MAR11 AT OPEN UNIVERSITIES AUSTRALIA, SP3 2008Introductory marketing courses need to be supported by a text which not only excites and motivates students to learn this dynamic discipline but is also reliable, comprehensive and written to provide a solid foundation for their further studies.
Kotler, Brown, Adam, Burton and Armstrong is now in its 7th edition and continues to provide an authoritative and holistic platform for marketing students whilst delivering updated, cutting-edge content in new and exciting ways. Now with Suzan Burton as a co-author, Marketing, 7e moves forward with a fresh voice to further complement the strengths and writing style of the renowned US authors, Philip Kotler and Gary Armstrong, and the respected Australian writing team of Linden Brown and Stewart Adam.
It's time to take a fresh look at the market-leading text which sets the standard for others to follow.
New to This Edition
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New material on customers as 'assets' and the challenge of market orientation (Chapter 1)
* Additional content and focus on marketing metrics, and marketing accountability and performance (Chapter 2)
* More material on market analysis tools which help students make marketing decisions using collected information (Chapter 9)
* New approaches to marketing research which assists marketers in understanding market potential, such as VoIP (Chapter 6)
* New material on distribution networks and the logistics supporting marketing channels as well as how they impact the delivery of customer value (Chapter 14)
* The latest concepts and applications in direct and online marketing (Chapter 18)
* Additional frameworks and applications in competitive advantage and strategy to include value innovation (Chapter 19)
* A new chapter which integrates alliances, networks and strategies for penetrating the global marketplace (Chapter 20)
* A broader context of social marketing and legal compliance including ethics, non-profit marketing and marketing 'causes' (Chapter 21)
Features & Benefits
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As with previous editions, the text is designed to be interactive. Features such as 'Marketing Highlights', followed by discussion questions, increase the interactivity of information for readers.
* Each chapter contains a 'Marketing Issue' which encourages students to consider the practical issues relevant to the chapter content.
These issues are designed to stimulate debate rather than providing prescriptive solutions.
* 'Self-Check Questions'. At the end of each major section in every chapter, 3-4 comprehension questions are provided for students to test their knowledge before proceeding. Short answers are also provided at the end of the text for verification. This approach allows students immediate feedback on whether they have understood the preceding material before going on to the next concept.
* 'Discussing the Issues' sections provide an opportunity to explore the concepts as developed in the chapter. These sections have been substantially revised. There are six in each chapter.
* Case studies, at the end of each chapter, highlight key ideas, stories and marketing strategies. They reinforce major concepts for students and help bring marketing to life.
* A student and lecturer resources package specifically addresses the teaching and learning needs of lecturers and students, and continues to set the standard. The package includes cutting-edge technology such as ARS keypad content, an Activebook (interactive online text) and new, state-of-the-art videos commissioned locally.
Table of Content
1. Marketing: creating value
2. Customer retention and business profits
3. Strategic planning and marketing
4. Marketing plans
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
11. Products: goods, services and experiences
12. New products
13. Pricing considerations and approaches
14. Marketing channels and logistic networks
15. Retailing and wholesaling
16. Advertising and public relations
17. Managing sales promotion and selling
18. Direct and online marketing
19. Sustainable competitive advantage
20. Tapping into markets across the globe
21. Responsible marketing
SUPPLEMENTS
Instructor's manual
PowerPoint slides
Digital Image Library
Computerised test bank
ARS (Clicker) content
Onekey
Activebook
Australian DVDs
