PART I Marketing Strategy and Management
1 Creating customer value and building relationships
2 Strategic marketing planning
3 Identifying marketing opportunities
End of Part Case Studies
PART II Understanding Markets
4 Marketing research and information management
5 Market segmentation
6 Consumer behaviour (heavily revised chapter)
7 Business-to-business marketing
End of Part Case Studies
PART III The Marketing Mix
8 Product planning
9 Product management and new product development
10 Managing distribution channels
11 Marketing logistics
12 Pricing objectives and policies
13 Setting prices for goods and services
14 Marketing communications
15 Marketing Communications mix
16 Sales marketing
End of Part Case Studies
PART IV Evaluating Marketing
17 Implementation and control
18 Ethical marketing in a consumer-oriented world--appraisal and
challenges
End of Part Case Studies
End of Book Case Studies
Glossary
Index
Pascale Quester Master of Marketing, PhD
In 2006 Pascale acquired the position of Executive Dean, Faculty of
the Professions, University of Adelaide. She was appointed
Inaugural Professor in Marketing at the School of Commerce in 2002.
Pascale previously held appointments at the Graduate School of
Management, University of Adelaide, and at the Marketing
Department, Massey University (New Zealand).
In 1998, Pascale created a divisional research centre at the
University of Adelaide, The Franco-Australian Centre for
International Research in Marketing (FACIREM), which she co-directs
with a colleague from a French university and which supports,
supervises and publishes work bridging research between France and
Australia.
Pascale has co-authored two leading Australian textbooks and also
publishes widely in academic journals, research books and
conference proceedings. Her current research interests include
sponsorship, country-of-origin effects, relationship marketing and
the application of innovative methodologies in research. In recent
years, Pascale has been sought as an expert witness in both state
and federal courts in matters relating to marketing and consumer
behaviour.
French-born, but an Australian citizen, Pascale has been a regular
visiting academic at leading French business schools. In 1999 and
2003, she was also a visiting Professor at La Sorbonne in
Paris.
Dr Robyn McGuiggan
In 2006 Robyn McGuiggan was appointed Executive Dean, College of
Business, University of Western Sydney. She has previously been a
Senior Lecturer in the School of Marketing at the University of
Technology, Sydney Australia (UTS) and Head of the Marketing
Department at Insearch UTS. She has extensive experience in course
and subject development particularly in relation to Introductory
Marketing courses at both undergraduate and postgraduate level and
a wealth of teaching experience, having taught marketing now for
more than 14 years.
Her teaching experience ranges from first year introductory
marketing courses at undergraduate level to teaching a variety of
marketing subjects in the postgraduate MBA and Masters in Marketing
programs. Her experience is not confined to Australia having
lectured in Singapore, Malaysia, China, and Thailand.
She has taught a number of management executive programs in
marketing for companies such as IBM, SRA, Ansett, and the NSW
Institute of Accountants and regularly gives of her time to do
lecturers on various marketing related topics for community groups.
Newspaper reporters and talk back radio hosts regularly seek her
expert opinion on topical consumer behaviour issues, and in 2001
she appeared on a Current Affairs program.
Robyn earned her PhD from Macquarie University, a Masters of
Commerce in Marketing from NSW University and a Bachelor of Science
with Honours in Pharmacology from Sydney University. Before joining
UTS, she spent 10 years working in the pharmaceutical industry for
multinational companies such as Bayer, Reckitt & Colman, Bristol
Myers and Fisons. During this time she gained extensive experience
in research, sales, and marketing. Her last position before joining
UTS involved establishing a Marketing Department within the
Hospital Division of a large Pharmaceutical company. She also has
experience in small retail marketing having jointly owned a
thriving hardware retail store for 12 years.
Robyn's research interest primarily lies in the area of the
psychological influences on consumer choice of leisure and tourism
products. Although she has published a large number of articles and
conference papers in this area, she has also published a number of
articles on other aspects of consumer choice in journals such as
Psychology and Marketing.
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