Summary
This is a comprehensive text which reflects the latest Australian and global marketing principles. The text is relevant to Australian students, especially first-year university students and those enrolled in MBA courses. It features chapters on identifying market opportunities, the marketing process, and strategic planning, evaluation and control. The text provides an insight into many Australian brands, companies and marketing campaigns with numerous references to successful Australian marketing strategies. Includes a glossary and an index.
Summary
This is a comprehensive text which reflects the latest Australian and global marketing principles. The text is relevant to Australian students, especially first-year university students and those enrolled in MBA courses. It features chapters on identifying market opportunities, the marketing process, and strategic planning, evaluation and control. The text provides an insight into many Australian brands, companies and marketing campaigns with numerous references to successful Australian marketing strategies. Includes a glossary and an index.
