Marketing Principles
- ISBN-10
- 0170254798
- ISBN-13
- 9780170254793
- Series
- Marketing Principles
- Category
- Business & Economics
- Pages
- 600
- Language
- English
- Published
- 2014
- Authors
- William M. Pride, Bryan A. Lukas, Sharon Schembri
Description
This second edition of Marketing Principles is designed to teach relevant, contemporary concepts and best practices in undergraduate marketing by demonstrating: o the importance of being market-oriented, with a focus on expanding the "marketers' toolbox", i.e. considering the expanded marketing mix through all areas of marketing o the need for a dynamic outlook on marketing, which responds to the continually changing world (e.g. where lines between traditional marketing concepts and strategies are blurred) o a continued focus on a key differentiating content coverage of the text, namely branding, the expanded marketing mix and customer-focus. EMM in particular will also be more strongly integrated throughout the text o the increasing interdependence of goods and services to the extent that goods and services are increasingly bundled together o the centrality of positioning to marketing o a focus on 'Digital Marketing and Social Networking' through the addition of a new chapter o a stronger Asia-Pacific focus through examples and pedagogical features.
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