Marketing

Grewal, Dhruv, Levy, Michael , Mathews, Shane W., Harrigan, Paul , & Bucic, Tania (2014) Marketing. McGraw Hill Education, Australia.

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Abstract

Marketing 1e is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing 1e thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing.

Supported by results-driven technology in McGraw-Hill's Connect and a focused table of contents covering all of thefoundational topics in thirteen chapters, Marketing 1e is the ideal choice for any Principles of Marketing course.With Connect package, students examine how firms analyse, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.

Impact and interest:

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ID Code: 75361
Item Type: Book
Keywords: Value Creation, Digital Marketing , Product and Branding Decisions, Segmentation, Targeting and Positioning, Integrated Marketing Communications, Advertising and PR
ISBN: 9781743077023
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 20 Aug 2014 23:14
Last Modified: 27 Oct 2015 16:30

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