Marketing

Greg Elliott is Professor of Business (Marketing) and Associate Dean, International, in the Faculty of Business and Economics at Macquarie University, a position he has held since 2005. Prior to this, he was a Professor of Management in the Macquarie Graduate School of Management. Greg has extensive experience in teaching marketing in Australia and overseas, and in course program management in South-East Asia. Before joining Macquarie University, he held academic appointments at the University of Technology, Sydney, the University of Western Australia and the University of Melbourne; and visiting appointments at Trinity College and University College, both in Dublin, Ireland. Greg has published extensively in the academic marketing literature and his current research interests are in the fields of services marketing, financial services and international marketing. Prior to his academic career, Greg spent over a decade in the marketing research and marketing planning area of the banking industry. More recently, his consulting activities have been concentrated in the banking, financial services and professional services sectors. Sharyn Rundle-Thiele is based in the Department of Marketing in the Griffith Business School, Griffith University. Her teaching experience includes introductory marketing, marketing management, market research and services marketing. In 2008 she received an Australian Learning and Teaching Council Award in recognition of her outstanding contribution to student learning. Sharyn has published numerous papers in a diverse range of academic journals including the European Journal of Marketing, Journal of Services Marketing, Journal of Consumer Behaviour, Journal of Product and Brand Management, Journal of Brand Management, Tourism Management, Journal of Retailing and Consumer Services, Business Horizons, Marketing Education Review and the International Journal of Bank Marketing. Her most recent focus has been in the area of social marketing, and she is co-editor of the Journal of Social Marketing and the Treasurer of the Australian Association of Social Marketing. Prior to her academic career, Sharyn worked in sales, management and marketing consultancy roles. Still actively involved with industry, she has worked on a host of marketing projects for leading Australian profit and not-for-profit companies. Her current projects include a social marketing intervention for alcohol in Year 10 school students (funded by the Queensland Catholic Education Commission and Griffith University) as well as a project to determine customer preferences, funded by the Mater Hospital. She has experience in implementing commercial marketing activities to a targeted audience in order to achieve social or profit goals. She loves to spend time with her three daughters, Dayle, Gabrielle and Rhianna. She also plays and coaches netball in an attempt to stay fit, and enjoys reading and travel. David Waller is a Senior Lecturer in the School of Marketing, University of Technology, Sydney. David received a Bachelor of Arts from the University of Sydney, a Master of Commerce from the University of NSW and a PhD from the University of Newcastle, Australia. He has over 20 years of experience teaching marketing subjects at several universities, including the University of Newcastle, the University of New South Wales and Charles Sturt University. He has taught offshore programs in Malaysia and China. Prior to his academic career, David worked in the film and banking industries. His research has included projects on marketing communications, advertising agency–client relationships, controversial advertising, international advertising, marketing ethics and marketing education. He has published over 50 refereed journal articles in publications including the Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, Journal of Consumer Marketing, International Journal of Advertising and the Journal of Marketing Communications. David has also authored or co-authored several books and workbooks that have been used in countries in the Asia–Pacific region, and is a regular presenter at local and international conferences.

1 Introduction to marketing 1 2 The marketing environment and market analysis 37

3 Market research 73

4 Consumer behaviour 111

5 Business buying behaviour 145

6 Markets: segmentation, targeting and positioning 177

7 Product 213

8 Price 251

9 Promotion 297

10 Distribution (place) 345

11 Services marketing 385

12 Electronic marketing 419

13 International marketing 457

14 Marketing planning, implementation and evaluation 493

Appendix Marketing plan 523