O. C. Ferrell

Bryan A. Lukas

Outi Niininen

William M. Pride

Sharon Schembri

Riza Casidy

Introduce the essentials and latest trends in today's marketing with strong visuals and exciting, timely discussions found in the proven marketing text for students of all backgrounds ' Marketing Principles, 3e. This Asia-Pacific text contextualises marketing theory and practice with extensive real-world examples from Australia, New Zealand and individual countries across the region. This edition's extensive coverage of current marketing strategies and concepts addresses social media, sustainability, globalisation, customer relationship management, supply chain management, and digital marketing. Emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, resonate especially well with today's students who are striving for success in today's fast-paced, evolving business world. Captivating photos, screenshots, advertisements, and examples from actual life make concepts meaningful for students. A wealth of learning supplements, such as self-testing, videos, and an interactive marketing plan, further help your students develop critical decision-making and marketing skills.

Bryan A. Lukas

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