The fourth edition of this text is driven by the creation of customer and shareholder value. This text evolved from the traditional 4 Ps but embraces new shifts and trends in the industry, and takes introductory students on an exploration of marketing with unprecedented vitality and energy. It has been updated to better capture the students interest through new, more engaging and topical case studies; more challenging end-of-chapter questions and projects; greater links to industry; and an increased emphasis on ethics, relationship marketing, global marketing, and societal marketing. Interesting and relevant real examples challenge students to open their eyes to the applications surrounding them in the world and through media channels. An 18-person review panel has assessed the impact, relevance and student appeal of every application included, making this book the most extensively examined and updated text on the market.

About the Author

Pascale Quester Master of Marketing, PhD

In 2006 Pascale acquired the position of Executive Dean, Faculty of the Professions, University of Adelaide. She was appointed Inaugural Professor in Marketing at the School of Commerce in 2002. Pascale previously held appointments at the Graduate School of Management, University of Adelaide, and at the Marketing Department, Massey University (New Zealand).

In 1998, Pascale created a divisional research centre at the University of Adelaide, The Franco-Australian Centre for International Research in Marketing (FACIREM), which she co-directs with a colleague from a French university and which supports, supervises and publishes work bridging research between France and Australia.

Pascale has co-authored two leading Australian textbooks and also publishes widely in academic journals, research books and conference proceedings. Her current research interests include sponsorship, country-of-origin effects, relationship marketing and the application of innovative methodologies in research. In recent years, Pascale has been sought as an expert witness in both state and federal courts in matters relating to marketing and consumer behaviour.

French-born, but an Australian citizen, Pascale has been a regular visiting academic at leading French business schools. In 1999 and 2003, she was also a visiting Professor at La Sorbonne in Paris.

Dr Robyn McGuiggan

In 2006 Robyn McGuiggan was appointed Executive Dean, College of Business, University of Western Sydney. She has previously been a Senior Lecturer in the School of Marketing at the University of Technology, Sydney Australia (UTS) and Head of the Marketing Department at Insearch UTS. She has extensive experience in course and subject development particularly in relation to Introductory Marketing courses at both undergraduate and postgraduate level and a wealth of teaching experience, having taught marketing now for more than 14 years.

Her teaching experience ranges from first year introductory marketing courses at undergraduate level to teaching a variety of marketing subjects in the postgraduate MBA and Masters in Marketing programs. Her experience is not confined to Australia having lectured in Singapore, Malaysia, China, and Thailand.

She has taught a number of management executive programs in marketing for companies such as IBM, SRA, Ansett, and the NSW Institute of Accountants and regularly gives of her time to do lecturers on various marketing related topics for community groups. Newspaper reporters and talk back radio hosts regularly seek her expert opinion on topical consumer behaviour issues, and in 2001 she appeared on a Current Affairs program.

Robyn earned her PhD from Macquarie University, a Masters of Commerce in Marketing from NSW University and a Bachelor of Science with Honours in Pharmacology from Sydney University. Before joining UTS, she spent 10 years working in the pharmaceutical industry for multinational companies such as Bayer, Reckitt & Colman, Bristol Myers and Fisons. During this time she gained extensive experience in research, sales, and marketing. Her last position before joining UTS involved establishing a Marketing Department within the Hospital Division of a large Pharmaceutical company. She also has experience in small retail marketing having jointly owned a thriving hardware retail store for 12 years.

Robyns research interest primarily lies in the area of the psychological influences on consumer choice of leisure and tourism products. Although she has published a large number of articles and conference papers in this area, she has also published a number of articles on other aspects of consumer choice in journals such as Psychology and Marketing.