Description
'Learning takes place through the active behaviour of the student: it is what he does that he learns, not what the teacher does.' Welcome to the second edition of Marketing Core Concepts & Applications! Lecturer and student reaction to the first edition of this textbook and its associated resources was overwhelming, and we've continued to build on its strengths. All of the popular features of the original book have been retained and/or updated.
It's worth revisiting the two main goals of the first edition that continue to provide us with the foundations for the ongoing development of our total resource package.
Goal 1: To help ensure students are active, both when reading the textbook and attending lectures, tutorials or workshops.
Students learn when they do. This text and its accompanying instructor and student resources contain a wealth of integrated questions and activities. Our own teaching experience and the success of the first edition of this book suggest that students rate instruction with a carefully planned and interactive format far more highly than passive delivery methods.
Goal 2: To help ensure students understand marketing. There is often no significant difference between a first- and third-year marketing student's perception of marketing. When asked to state what their understanding of marketing is, many students state the 4P's. All marketing students must first appreciate that marketing starts and ends with the customer. In simple terms, marketing is about understanding customer needs and wants, and providing a solution that satisfies customers. The 4Ps are simply a framework that categories some of the activities that marketers can use to meet these customer needs and wants,
Australasian students will find that the latest research contained in this textbook is complemented by a wealth of local examples. The use of these familiar illustrations serves to make the book compelling, relevant and application oriented. The 16 chapters have been carefully chosen and sequenced to reflect the typical 12 or 13-week teaching semester. The final chapter in the book ('Marketing implementation and control') has been placed as a logical conclusion to an Introductory Marketing unit of study, and provides an ideal sup- port for an end-of-semester review lecture. It is intended to help students to see the forest from the and guide them towards an improved appreciation of the marketing process and the challenges of effective implementation. trees'
It is often difficult to determine how much time to spend on each Introductory Marketing topic in a typical 12- or 13-week teaching semester. The table below outlines a sample structure for fully utilising the chapters available in Marketing: Core Concepts & Applications, 2nd Asia-Pacific edition.
