Capon’s Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Capon’s Marketing Principles: Asia Edition differs from other undergraduate and graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.
ISBN 978-967-12649-2-8 (Hardcover) 444 pages – Contents in 4-colour
ISBN 978-967-12649-1-1 (Paperback) – Contents in 4-colour
Consumer Behaviour Second Edition is specially written for Marketing students in the Degree, Diploma and Technical and Vocational Education and Training (TVET) courses. Spanning 12 chapters, this book presents the fundamental concepts of consumer behaviour in an easy-to-understand and accessible manner. Each chapter is also accompanied by comprehensive discussions on how the concepts are applied in real-world situations. In addition, the text is enriched with examples from Malaysian scenarios to improve the understanding of how consumer behaviour is applied in local settings.
Key Features
• Complies with the consumer behaviour syllabi of local institutions of higher learning
• Presents the content using easy-to-understand language, with a strong emphasis on the application of key concepts
• Provides current examples from Malaysia and other countries for enhanced learning
• Reinforces students’ grasp of the topics taught through discussion questions at the end of each chapter
ISBN 978-967-2711-16-2 – Contents in 4-colour