Marketing: An Introduction, 9th edition

Marketing: An Introduction shows how marketing creates and captures customer value, and how brands earn a genuine place in people's daily lives. The fundamentals sit inside a customer-value framework, so you can see the logic connecting every marketing decision rather than learning concepts in isolation. This Australian edition reflects the global and local forces reshaping marketing in a digital age of engagement and relationships, balancing depth of coverage with clarity so the ideas land the first time.

Marketing is where strategy meets human behaviour, and the thinking you build here applies to any organisation you join. You'll learn to analyse a market, read what drives consumer and business buyers, price with confidence, choose the right channels and measure whether your decisions worked. Real stories from AfterPay, Country Road, Amazon, Coles, IKEA, Qantas and Uber show those decisions playing out in familiar markets. Australian, New Zealand and Asian impacts are discussed throughout, so what you learn maps directly onto the region where you'll build your career.  

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