PRINCIPLES OF MARKETING

Principles of Marketing is a pedagogy-driven textbook structured around a clear and systematic framework. It guides students through the marketing process - from understanding marketing's role in organisations, to developing strategies that create and deliver value in dynamic environments. This book reflects the progression of marketing practices, beginning with core concepts, marketing strategy and partnerships, followed by analysis of the marketing environment. Emphasis is placed on understanding customers and markets. The chapters on consumer and business buyer behaviour examine key drivers of purchasing decisions, which are then linked to segmentation, targeting, and positioning strategies. The marketing mix is comprehensively covered through dedicated chapters on product, branding and services, new product development, pricing, distribution, and promotion. Contemporary topics are integrated throughout, including digital marketing and sustainable and global marketing, highlighting developments such as platform-based ecosystems and the growing influence of artificial intelligence in marketing practice. A distinctive feature is its integration of global perspectives with an emphasis on Asia. Examples from brands such as Chagee, Grab, Innisfree and UNIQLO illustrate how marketing concepts are applied across diverse contexts. These real-world case studies facilitate classroom discussion, critical analysis and practical application of key marketing concepts. Overall, the book delivers a balanced integration of theory and application for contemporary marketing education.