Introduce the essentials and latest trends in today’s marketing with strong visuals and exciting, timely discussions found in the proven marketing text for students of all backgrounds – Marketing Principles, 3e. This Asia-Pacific text contextualises marketing theory and practice with extensive real-world examples from Australia, New Zealand and individual countries across the region. This edition’s extensive coverage of current marketing strategies and concepts addresses social media, sustainability, globalisation, customer relationship management, supply chain management, and digital marketing. Emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, resonate especially well with today’s students who are striving for success in today’s fast-paced, evolving business world. Captivating photos, screenshots, advertisements, and examples from actual life make concepts meaningful for students. A wealth of learning supplements, such as self-testing, videos, and an interactive marketing plan, further help your students develop critical decision-making and marketing skills.

Part 1: Marketing groundwork
1. Key concepts in marketing
2. Marketing environment, social responsibility and ethics
3. Planning, implementing and evaluating marketing strategy
End of Part - company profile
Part 2: Understanding markets
4. Market research and information systems
5. Consumer and business behaviour
6. Segmentation, target markets and positioning
7. Digital marketing and social networking
End of Part - company profile
Part 3: The marketing mix
8. The power of branding
9. Product and service decisions
10. Pricing decisions
11. Distribution and supply chain management
12. Integrating marketing communications
13. People, process and partnerships
End of Part - company profile

Introduce the essentials and latest trends in today’s marketing with strong visuals and exciting, timely discussions found in the proven marketing text for students of all backgrounds – Marketing Principles, 3e. This Asia-Pacific text contextualises marketing theory and practice with extensive real-world examples from Australia, New Zealand and individual countries across the region. This edition’s extensive coverage of current marketing strategies and concepts addresses social media, sustainability, globalisation, customer relationship management, supply chain management, and digital marketing. Emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, resonate especially well with today’s students who are striving for success in today’s fast-paced, evolving business world. Captivating photos, screenshots, advertisements, and examples from actual life make concepts meaningful for students. A wealth of learning supplements, such as self-testing, videos, and an interactive marketing plan, further help your students develop critical decision-making and marketing skills. NEW Visually stunning organisational model at the start of each chapter gives readers an anchor point for understanding how the different ideas fit into a whole concept NEW Separate chapters on the marketing environment and marketing planning NEW Consumer and business behaviour combined into one chapter NEW Product is covered in one chapter NEW 'Digital considerations' are included in relevant 'marketing mix' chapters NEW Content addresses emerging trends in marketing. This edition introduces and explains approaches that are reshaping thinking in marketing today, including native advertising, big data, and marketing analytics. NEW Focus on applications in marketing through ‘marketing challenge’ questions with suggested solutions at the end of chapter - 'revisit the marketing challenge' section NEW Updated figures and tables highlight important concepts. Key visuals throughout the book further clarify and support this edition’s examination of today’s marketing in action. NEW Updated learning objectives direct student attention to key points. Learning Objectives correlated to the latest and most important concepts in this edition ensure students focus efforts on each chapter’s most critical information.