Marketing 2nd edition is the ideal text for the undergraduate
Introductory Marketing course in the Asia-Pacific region.
Significantly, it is an original work rather than being an
adaptation of a US text. The 1 st edition of this text was the most
successful ground-up' Introductory Marketing text ever released in
the local market. Building on the strengths of the popular 1st
edition, the text and its extensive accompanying digital resources
are designed to engage students in the study of marketing. A
diverse range of organisations, goods and services from Australia,
New Zealand and the Asian region are featured to illustrate key
concepts, coupled with detailed coverage of the latest marketing
theory, research and thinking. This text provides a thorough
analysis of contemporary marketing and is an essential guide to
best practice. The iStudy contains interactive modules and local
videos to enhance your understanding of key concepts. Each
interactive module contains a summarised version of the textbook
with the inclusion of audio voiceover and interactive activities
designed to test your knowledge and assist your learning.
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