Marketing Trends in Australasia: Essays and Case Studies

Marketing Trends in Australasia: Essays and Case Studies

by Michael Harker, Debra Harker, Peter Graham, Michael J. Baker
     
 

ISBN-10: 0732954983

ISBN-13: 9780732954987

Pub. Date: 02/28/2000

Publisher: Palgrave Macmillan

Marketing Trends in Australasia: Essays and Case Studies is a review of current practices in marketing. Leading scholars and business people record their observations of 'marketing in action' in original contributions that both the student of marketing and the practitioner will find invaluable.  See more details below

Overview

Marketing Trends in Australasia: Essays and Case Studies is a review of current practices in marketing. Leading scholars and business people record their observations of 'marketing in action' in original contributions that both the student of marketing and the practitioner will find invaluable.

Product Details

ISBN-13:
9780732954987
Publisher:
Palgrave Macmillan
Publication date:
02/28/2000
Edition description:
REV
Pages:
300
Product dimensions:
9.72(w) x 7.64(h) x 0.59(d)

Table of Contents

Contributors
List of tables
List of figures
Preface
Pt. IThe context of marketing1
Case study 1The demand for coal3
Case study 2Rule Britannica: or, how a dinosaur reinvented itself7
Case study 3The marketing of manufactured goods13
Case study 4The college goes to market: an exercise in education marketing18
Case study 5Defining the education industry for the twenty-first century20
Case study 6Power to the people: electricity from supply-driven to consumer-led26
Essay 1The role and utility of networking in marketing32
Pt. IIThe theoretical underpinnings49
Case study 7Consumer behaviour and motivational theory51
Case study 8Taskmaster Pty Ltd: a case of strategic marketing planning in a small business57
Case study 9That was then, this is now: evaluating the new Advertising Self-Regulatory Scheme in Australia61
Case study 10Colorado Adventurewear: the buying decision process70
Case study 11The Cooloola Triathlon: marketing-oriented organisation75
Case study 12Motorcycle tourism in New Zealand: who is the customer?82
Essay 2The management of demand88
Pt. IIIThe marketing mix99
Case study 13Born to run: planning the launch of the Mitsubishi Lancer in India101
Case study 14The Austoft Company112
Case study 15Procupine Pines: a marketing case study125
Case study 16Nu Skin Asia Pacific142
Case study 17Canberra Convention Bureau149
Case study 18Pushing the barrow of higher education into the market place159
Essay 3Marketing for SMEs166
Pt. IVMarketing in practice185
Case study 19The Crane Company187
Case study 20Reduce, Reuse, Recycle: the case of Caloundra City Council191
Case study 21Marketing challenges for the Nelson-Tasman region of New Zealand201
Case study 22Small business marketing on the Internet211
Case study 23Garibaldi218
Case study 24Ethics223
Essay 4Using threat appeals in social marketing230
Pt. VData section243
1The written analysis of cases246
2Helping you gather the hard facts for your business planning needs257
3Developing a coordinated strategy for marketing food into Asia261
Australian Bureau of Statistics266
Sources of other Australian statistics271
Useful websites275
Journals and magazines277
Selected tables and figure279
Corporate index291
Subject index293

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >