Marketing: Creating And Delivering Value - Tapa blanda

The fourth edition of this text is driven by the creation of customer and shareholder value. This text evolved from the traditional 4 Ps but embraces new shifts and trends in the industry, and takes introductory students on an exploration of marketing with unprecedented vitality and energy. It has been updated to better capture the student's interest through new, more engaging and topical case studies; more challenging end-of-chapter questions and projects; greater links to industry; and an increased emphasis on ethics, relationship marketing, global marketing, and societal marketing. Interesting and relevant real examples challenge students to open their eyes to the applications surrounding them in the world and through media channels. An 18-person review panel has assessed the impact, relevance and student appeal of every application included, making this book the most extensively examined and updated text on the market.

Pascale Quester Master of Marketing, PhDIn 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.