Marketing: Core Concepts and Applications, 1st Asia Pacific Edition - puts contemporary Introductory Marketing students on target!

- How has marketing given a relatively new product like Red Bull "its wings"?

- Can a marketing campaign shape your perception of a typical Volvo driver?

- How did Virgin Mobile target the highly competitive text messaging market?

- How will Apple maintain a competitive marketing edge with its iPod technology?

- Which elements of marketing strategy are most effective in the games console war between XBox, Gamecube , and Playstation?

- How has marketing transformed "New Zealand Natural" from being a small ice creamery to a popular international franchise?

- Can marketing be blamed for childhood obesity?

The answers to these and many other marketing questions can be found in this text!

KEY FEATURES

• 16 chapters - ideal for the 12 to 13 week teaching Semester
• A balanced coverage of the marketing of both products and services
• Emphasis on both small to medium sized enterprises and larger multinational corporations in the Asia Pacific region
• Contemporary coverage of e-marketing, the triple bottom line, ethics/social responsibility, customer relationship management, and international, government, and not for profit marketing
• Based on the best selling text in the US market by Pride and Ferrell
• Visual concept maps at the start of each chapter explain to students exactly where they are in the marketing process
• "Are you on Target?" self check questions throughout the chapter for student self assessment, with answers provided at the back of the text
• Marketing Plan Appendix guides students step by step in preparing their own marketing plan
• Accompanying local video cases and activities for instructors
• Comprehensive text website (www.johnwiley.com.au/highered/pridecore) including Wiley Web Q (interactive quizzing for student self assessment), and Marketing at Work articles
• Innovative Wiley myTutes allow for portable student revision and preparation for exams - key marketing concepts can be listened to on iPods , mobile phones, or computers !