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Marketing Trends in Australasia: Essays and Case Studies

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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.
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Product Details

  • ISBN-13: 9780732954987
  • Publisher: Palgrave Macmillan
  • Publication date: 2/28/2000
  • 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. I The context of marketing 1
Case study 1 The demand for coal 3
Case study 2 Rule Britannica: or, how a dinosaur reinvented itself 7
Case study 3 The marketing of manufactured goods 13
Case study 4 The college goes to market: an exercise in education marketing 18
Case study 5 Defining the education industry for the twenty-first century 20
Case study 6 Power to the people: electricity from supply-driven to consumer-led 26
Essay 1 The role and utility of networking in marketing 32
Pt. II The theoretical underpinnings 49
Case study 7 Consumer behaviour and motivational theory 51
Case study 8 Taskmaster Pty Ltd: a case of strategic marketing planning in a small business 57
Case study 9 That was then, this is now: evaluating the new Advertising Self-Regulatory Scheme in Australia 61
Case study 10 Colorado Adventurewear: the buying decision process 70
Case study 11 The Cooloola Triathlon: marketing-oriented organisation 75
Case study 12 Motorcycle tourism in New Zealand: who is the customer? 82
Essay 2 The management of demand 88
Pt. III The marketing mix 99
Case study 13 Born to run: planning the launch of the Mitsubishi Lancer in India 101
Case study 14 The Austoft Company 112
Case study 15 Procupine Pines: a marketing case study 125
Case study 16 Nu Skin Asia Pacific 142
Case study 17 Canberra Convention Bureau 149
Case study 18 Pushing the barrow of higher education into the market place 159
Essay 3 Marketing for SMEs 166
Pt. IV Marketing in practice 185
Case study 19 The Crane Company 187
Case study 20 Reduce, Reuse, Recycle: the case of Caloundra City Council 191
Case study 21 Marketing challenges for the Nelson-Tasman region of New Zealand 201
Case study 22 Small business marketing on the Internet 211
Case study 23 Garibaldi 218
Case study 24 Ethics 223
Essay 4 Using threat appeals in social marketing 230
Pt. V Data section 243
1 The written analysis of cases 246
2 Helping you gather the hard facts for your business planning needs 257
3 Developing a coordinated strategy for marketing food into Asia 261
Australian Bureau of Statistics 266
Sources of other Australian statistics 271
Useful websites 275
Journals and magazines 277
Selected tables and figure 279
Corporate index 291
Subject index 293
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