Capon’s Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. C..
Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting glo..
International Marketing and Export Management 8e offers an accessible state-of-the-art text in international marketing. The book covers the evolving internationally competitive landscape that almost all firms and consumers find themselves acting in today. Consumers because they often make consumptio..
International Marketing is a ground-up Australian text which has a unique and relevant perspective on the subject: looking through the lens of Australian and New Zealand export firms working with international partners as well as Asian businesses looking into Australia. By keeping local busines..
Features Emphasize the many aspects of marketing Four key dimensions of holistic marketing are woven throughout the text: Internal marketing —ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing —ensuri..
PART I:FUNDAMENTALS OF MARKETING MANAGEMENT1. Defining Marketing for the New Realities2. Marketing Planning and Management PARTII: UNDERSTANDING THE MARKET3. Analyzing Consumer Markets4. Analyzing Business Markets5. Conducting Marketing Research PARTIII: DEVELOPING A WINNING MARKETING STRA..
DescriptionFor undergraduate Principles of Marketing courses.This best-selling, brief text introduces marketing through the lens of creating value for customers.Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and in..
Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving st..
Chapter 1Descriptive StatisticsChapter 2 Inferential Statistics and the Significance TestChapter 3 Qualitative Research Design and Data AnalysisChapter 4 Data Preparation for the SPSS ProgramChapter 5 Reliability Statistics for Research InstrumentsChapter 6 Chi-square Tests ..
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who ..