Essentials of marketing, 3rd ed.

Summers, Jane and Gardiner, Michael and Lamb, Charles W. and Hair, Joseph F. and McDaniel, Carl (2009) Essentials of marketing, 3rd ed. Cengage Learning Australia, South Melbourne, Australia. ISBN 9780170137324

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Covering introductory marketing theory in a concise and well-structured format, this fully revised and updated third Asia–Pacific edition of Essentials of Marketing enables students to easily understand and apply the principles of marketing.

Providing a wealth of contemporary local and global examples, the text has also been restructured to present a consumer-oriented focus allowing students to better relate key concepts to their own experiences in the marketplace.

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Item Type: Book (Commonwealth Reporting Category A)
Refereed: No
Item Status: Live Archive
Additional Information: Unavailable in electronic format. Text book.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 13 Jan 2010 04:33
Last Modified: 12 Sep 2016 02:36
Uncontrolled Keywords: marketing; essentials; introductory
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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