Principles of Marketing + MyLab Marketing with eText
Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.
This edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
MyLab Marketing can be packaged with this edition to engage students and allow them to apply their knowledge, strengthen their understanding of key concepts and develop critical decision making skills.
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