Marketing - Greg Elliott, Sharyn Rundle–Thiele, David Waller

Marketing

Buch | Softcover
640 Seiten
2014 | 3rd Edition
John Wiley & Sons Inc (Verlag)
978-1-118-62417-3 (ISBN)
127,12 inkl. MwSt
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Marketing 3rd edition, is the ideal text for the undergraduate Introductory Marketing course in the Asia–Pacific region. Significantly, it is an original work rather than being an adaptation of a US text. The 1st edition of this text was the most successful ground–up Introductory Marketing text ever released in the local market.





Building on the strengths of the previous two editions, the text and its extensive accompanying digital resources are designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing, including detailed coverage of digital marketing initiatives, as well as more traditional methods. It is an essential guide to best practice.

Chapter 1 Introduction to marketing


Chapter 2 The marketing environment and market analysis


Chapter 3 Market research


Chapter 4 Consumer behaviour


Chapter 5 Business buying behaviour


Chapter 6 Markets: segmentation, targeting and positioning


Chapter 7 Product


Chapter 8 Price


Chapter 9 Promotion


Chapter 10 Distribution


Chapter 11 Services marketing


Chapter 12 Digital marketing


Chapter 13 International marketing


Chapter 14 Social and not–for–profit marketing


Chapter 15 Marketing planning, implementation and evaluation


Appendix


Marketing plan

Verlagsort New York
Sprache englisch
Maße 215 x 251 mm
Gewicht 1452 g
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
ISBN-10 1-118-62417-3 / 1118624173
ISBN-13 978-1-118-62417-3 / 9781118624173
Zustand Neuware
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