Marketing Principles - Couverture souple

Pride, William; Lukas, Bryan; Schembri, Sharon; Niininen, Outi; Ferrell, O. C.

Couverture souple

ISBN 10 : 0170254798 ISBN 13 : 9780170254793

Editeur : Cengage Australia, 2014

Synopsis

Perfect for students of all backgrounds and interest levels, this second edition of Marketing Principles combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. The text and a full range of supplementary learning resources (including animated activities, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Marketing principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has an new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times. o Marketing Principles is designed to teach relevant, contemporary concepts and best practices in Asia-Pacific undergraduate marketing through: o The importance of being market-oriented, 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 Branding, the expanded marketing mix and customer-focus o Increasing interdependence of goods and services o The centrality of positioning to marketing Winner, Tertiary (Adaptations): Teaching and Learning Resource, Australian Publishers Association (APA) Educational Publishing Awards 2015 • Marketing Principles, 2nd Asia-Pacific Edition (William Pride et al, Cengage)

A propos du livre

À propos des auteurs

William M. Pride is professor of marketing for Mays Business School at Texas A&M University. He received his Ph.D. from Louisiana State University. Dr. Pride has taught principles of marketing at both the undergraduate and graduate levels for more than 50 years. Dr. Pride’s research interests focus on advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

Professor Bryan Lukas is Associate Head of Research and Chair of Marketing at the University of Manchester’s Alliance Manchester Business School (AMBS), where he also is the Academic Director of the Audi LEAD programme in the School’s executive education portfolio. Bryan is an Honorary Fellow at the University of Melbourne and is serving a three-year term as AMA Academic Council member. Bryan’s research interests are in marketing management and strategy, with a particular focus on brands and new products. His research has appeared in premier peer-reviewed research publications, such as Journal of Marketing, Journal of Management, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing and Journal of Product Innovation Management. Bryan has won 16 teaching awards and has had a strong publishing record across his career. As an executive educator, Bryan has taught more than 1000 executives He relocated to the UK for career advancement.

Sharon Schembri currently holds the position of Professor of International Marketing and Head of MSc International Business program at the SKEMA Business School in the USA. Sharon was until recently Associate Professor and PhD Director at University of Texas RGV’s Robert C. Vackar College of Business and Entrepreneurship. In Australia, Sharon lectured at the Department of Marketing, Griffith Business School, Griffith University, Gold Coast campus. Sharon acquired her PhD at The University of Queensland in 2005, and has subsequently acquired several teaching and leadership qualifications. As an active ethnography researcher focused on the consumer's experience of brands, products and organisations, Sharon achieves a depth of understanding of the consumer cultural contexts she studies. As a presenter, Sharon is an engaging speaker with her passion evident in what and how she teaches. As a consultant with international experience, she delivers research-driven business and marketing strategy. Areas of Expertise include transformative consumer research, consumer culture, brand consumption, ethnography and phenomenology.

Dr Outi Niininen was a Senior Lecturer in Marketing in the School of Management, La Trobe University, Australia from 2005-2015. Outi previously worked at the Tourism Department of the University of Surrey, UK. Outi’s research interests fall broadly under the heading on consumer psychology and to what extent perception influences consumer behaviour. Tourism Marketing-specific research projects have featured around human-computer interaction, crisis management, destination loyalty and destination branding.

O. C. Ferrell is the James T. Pursell Sr. Eminent Scholar Chair in Ethics and director of the Center for Ethical Organizational Cultures in the Raymond J. Harbert College of Business at Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing in the Anderson School of Management at University of New Mexico. He also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. Dr. Ferrell received his Ph.D. in marketing from Louisiana State University. He is a past president of the Academic Council of the American Marketing Association and previously chaired the American Marketing Association Ethics Committee that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. In addition, Dr. Ferrell is past president of the Academy of Marketing Science, where he also served as vice president of publications. He is a member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. Dr. Ferrell has received a Lifetime Achievement Award from the Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students as well as the Harold Berkman Lifetime Service Award and the Cutco Vector Distinguished Marketing Educator Award -- both from the Academy of Marketing Science. Dr. Ferrell has co-authored 20 books and more than 100 articles and papers in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Public Policy & Marketing.

Détails de l'édition

• Éditeur: Cengage Australia
• Date d'édition: 2014
• Langue: anglais
• ISBN 10: 0170254798
• ISBN 13: 9780170254793
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 640
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible