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.
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.
"Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary.
Revised edition of the authors' Principles of marketing.
This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same.
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.
Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation ...
Principles of Marketing
Principles of Marketing
Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn ... If we look at the profit stream over time, an appropriate way to deal with long-run profits is to take the present value (PV) of that profit stream: ...
McDonald, M. (2008) Malcolm McDonald on Marketing Planning. London: Kogan Page. Melewar, T.C., Pickton, D., Gupta, S. and Chigovanyika, T. (2009) 'MNE executive insights into international advertising programme standardisation', ...