About the Book
This first edition of Marketing Principles offers a concise, straightforward approach to basic marketing concepts and strategies.
Table of Contents:
Part 1: An overview of marketing 1. Customer-focused marketing 2. Marketing planning and strategy 3. Market research and information systems Part 2: Understanding markets 4. Consumer behaviour 5. Target markets and relationship marketing 6. Business markets and buying behaviour Part 3: The expanded marketing mix 7. The power of branding 8. Market-oriented product decisions 9. Developing and managing goods and services 10. Market-oriented pricing decisions 11. Market-oriented distribution decisions 12. Market-oriented promotional decisions; integrating marketing communications 13. Developing and managing the integrated marketing communications mix 14. Expanding the marketing mix
About the Author :
Bryan Lukas is Professor of Marketing and Head of the Marketing Group in the Faculty of Economics and Commerce at the University of Melbourne. He holds several academic awards, including three Best Paper awards from the American Marketing Association and one Best Paper award from the Australian and New Zealand Marketing Association. Bryan has published many peer-reviewed research papers in leading international journals and conference proceedings, such as the Journal of Management, Journal of the Academy of Marketing Science, Journal of Business Research, and American Marketing Association Conference Proceedings. Bryan is an editorial board member of the Journal of Business Research, and Asia Pacific Journal of Marketing and Logistics. He is also a member of the Australian and New Zealand Marketing Association, American Marketing Association, Academy of Management, Academy of Marketing Science, and Society for Marketing Advances. Bryan is an Associate Fellow (AFAMI) of the Australian Marketing Institute and is accredited as a Certified Practicing Marketer (CPM) by the same institute. In addition to his academic activities, Bryan has carried out consulting and executive teaching assignments in Asia, Australia, Europe, and the USA, for clients such as Australian Marketing Institute, Australian Institute of Company Directors, Australian Unity, Boehringer Mannheim, Colonial First State, Department of Justice (Victoria), Dowd Corporation, FedEx, Golden Casket, NAB, Petronas, Sun Corp, and Stockland. He also has provided expert evidence and made statutory declarations in a number of legal matters and trade mark applications, most recently for Corrs, Chambers, Westgarth; Houlihan Patent Attorneys; Middletons; and Pipers Lawyers & Advisors (now Bolden Lawyers). Sharon Schembri previously lectured for the Department of Marketing, Griffith Business School, Griffith University, Gold Coast campus. She is currently employed as Assistant Professor at University of Texas Pan America. As an early career researcher, her work has been published in the Journal of Business Research, Psychology & Marketing, Marketing Theory, Journal of Management and Organization, and Journal of Customer Behaviour. As an experienced ethnographic researcher, Sharon has a particular interest in brand consumption and visual as method. Teaching responsibilities include both undergraduate and postgraduate courses, and a sabbatical appointment teaching postgrad Services Marketing at University of Leicester. Since leaving Griffith, Sharon has run her own consultancy, Lifeworld Research, and has worked as a Design Researcher for Empathy, a New Zealand-based research organisation, specialising in Design Ethnography (where ethnography is used to design better products, services and businesses). Dr Outi Niininen is a Senior Lecturer in Marketing in the School of Management, La Trobe University, Australia. Outi joined the Department in 2005, having previously worked at the Tourism Department of the University of Surrey, UK. Outi's research interests fall broadly under the heading of 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. Outi developed the Expanded Marketing Mix chapters in the first edition of Pride. O. C. Ferrell (Ph.D., Louisiana State University) is University Distinguished Professor of Business Ethics at Belmont University. He most recently served nine years as University Distinguished Professor of Marketing and Creative Enterprise Scholar at the University of New Mexico. His academic research focuses on ethical decision-making, stakeholder relationships and social responsibility. He is a leading author in marketing ethics and stakeholder orientation to achieve marketing performance in organizations. Dr. Ferrell is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee twice. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is Vice President of Publications for the Academy of Marketing Science. He has received the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science. Dr. Ferrell is the co-author of 20 books and more than 100 articles. His articles have been published in the Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science, and The Academy of Management Executive, as well as other journals. His MARKETING: CONCEPTS AND STRATEGY TEXT, co-authored with Dr. William Pride, is one of the most widely adopted principles of marketing text in the world. BUSINESS ETHICS: ETHICAL DECISION MAKING AND CASES, co-authored with John Fraedrich and Linda Ferrell, is one of today's leading business ethics texts. Dr. Ferrell has served as an expert witness on marketing issues for numerous legal cases, has been quoted in leading business publications, such as USA Today and Wall Street Journal, and has appeared on The Today Show to discuss marketing issues. William Pride (Ph.D., Louisiana State University) is a professor of marketing in the Mays Business School, Texas A&M University. In addition to this text, he is co-author of a market-leading principles of marketing book. Dr. Pride's research interests include advertising, promotion, and distribution channels, and his research articles have appeared in major professional journals, 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 of Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.
Review :
Part 1: An overview of marketing 1. Customer-focused marketing 2. Marketing planning and strategy 3. Market research and information systems Part 2: Understanding markets 4. Consumer behaviour 5. Target markets and relationship marketing 6. Business markets and buying behaviour Part 3: The expanded marketing mix 7. The power of branding 8. Market-oriented product decisions 9. Developing and managing goods and services 10. Market-oriented pricing decisions 11. Market-oriented distribution decisions 12. Market-oriented promotional decisions; integrating marketing communications 13. Developing and managing the integrated marketing communications mix 14. Expanding the marketing mix
