Marketing. Australia and New Zealand Edition

This comprehensive third edition of a text provides an authorative introduction to the basic concepts and practices of modern marketing for students and educators in Australia and New Zealand. Incorporates research, examples and demographic information as well as 36 case studies contributed by 22 marketing educators and practitioners from the two countries. The text covers the key issues confronting marketers today - direct marketing, industrial marketing, competitive advantage, impact of information and electronic technology, and logistics management and customer service. Includes a glossary and an index.