(Original PDF) MKTG2: Asia Pacific Edition by Prof Carl McDaniel – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 017019356X
- ISBN-13 : 978-0170193566
- Author: Charles W. Lamb, Joseph F. Hair
A unique approach to learning the principles of marketing, MKTG2 is the second Asia-Pacific edition of a proven, innovative solution to enhance the learning experience. Expanded content, supported by a suite of online learning aids, equips students with the tools required to successfully undertake an introductory marketing course. Continuing to pave a new way to both teach and learn, MKTG2 is designed to truly connect with today’s busy, tech-savvy student. Students have access to online interactive quizzing, videos, podcasts, flashcards, marketing plan, games and more. An accessible, easy-to-read text along with tear out review cards complete a package which helps students to learn important concepts faster. MKTG delivers a fresh approach to give students what they need and want in a text. MKTG2 is now also available through MindTap – a personalised online learning experience with relevant assignments that guide students to analyse, apply and improve thinking, allowing you to measure skills and outcomes with ease.
Table contents:
PART 1: AN INTRODUCTION TO MARKETING
1. An overview of marketing
2. Marketing strategy
3. Ethics and the marketing environment
PART 2: CONSUMER INFORMATION
4. Consumer decision making
5. Business-to-business marketing
6. Segmenting and targeting markets
7. Market research (NEW)
PART 3: MANAGING THE MARKETING MIX
8. Product concepts
9. Developing and managing products
10. Services, non-profit and other intangibles
11. Marketing channels and distribution decisions
12. Integrated marketing communication
13. The promotions mix
14. Pricing
PART 4: THE WORLD OF MARKETING
15. Global marketing
16. Marketing and new technology
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