Marketing. 3rd Edition - Product Image

Marketing. 3rd Edition

  • ID: 2865991
  • Book
  • 640 Pages
  • John Wiley and Sons Ltd
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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 popular 1st and 2nd editions, the text and its extensive accompanying digital resources are designed to engage students with 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. This is coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing and is an essential guide to best practice. The 3rd edition includes expanded coverage of the topical issues of social marketing and marketing in the not–for–profit sector.

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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

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Greg Elliott
Sharyn Rundle–Thiele
David Waller
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