Principles of Marketing is a pedagogy-driven textbook structured around a clear and systematic framework. It guides students through the marketing process - from understanding marketing's role in organisations, to developing strategies that create and deliver value in dynamic environments.
This book reflects the progression of marketing practices, beginning with core concepts, marketing strategy and partnerships, followed by analysis of the marketing environment.
Emphasis is placed on understanding customers and markets. The chapters on consumer and business buyer behaviour examine key drivers of purchasing decisions, which are then linked to segmentation, targeting, and positioning strategies. The marketing mix is comprehensively covered through dedicated chapters on product, branding and services, new product development, pricing, distribution, and promotion.
Contemporary topics are integrated throughout, including digital marketing and sustainable and global marketing, highlighting developments such as platform-based ecosystems and the growing influence of artificial intelligence in marketing practice.
A distinctive feature is its integration of global perspectives with an emphasis on Asia. Examples from brands such as Chagee, Grab, Innisfree and UNIQLO illustrate how marketing concepts are applied across diverse contexts. These real-world case studies facilitate classroom discussion, critical analysis and practical application of key marketing concepts.
Overall, the book delivers a balanced integration of theory and application for contemporary marketing education.
外文書商品之書封，為出版社提供之樣本。實際出貨商品，以出版社所提供之現有版本為主。部份書籍，因出版社供應狀況特殊，匯率將依實際狀況做調整。
無庫存之商品，在您完成訂單程序之後，將以空運的方式為你下單調貨。為了縮短等待的時間，建議您將外文書與其他商品分開下單，以獲得最快的取貨速度，平均調貨時間為1~2個月。
為了保護您的權益，「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨，請在商品鑑賞期內寄回，且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。
