Marketing

Marketing, 3rd edition, is the ideal text for the undergraduateIntroductory Marketing course in the Asia–Pacific region.Significantly, it is an original work, rather than being anadaptation of a US text. The 1st edition of this text was the mostsuccessful ‘ground-up’ Introductory Marketing text everreleased in the local market.

Building on the strengths of the popular 1st and 2nd editions,the text and its extensive accompanying digital resources aredesigned to engage students with the study of marketing. A diverserange of organisations, goods and services from Australia, NewZealand and the Asian region are featured to illustrate keyconcepts. This is coupled with detailed coverage of the latestmarketing theory, research and thinking. This text provides athorough analysis of contemporary marketing and is an essentialguide to best practice. The 3rd edition includes expanded coverageof the topical issues of social marketing and marketing in thenot-for-profit sector.