Opis: Marketing - Greg Elliott, David Waller, Sharyn Rundle-Thiele

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 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

Szczegóły: Marketing - Greg Elliott, David Waller, Sharyn Rundle-Thiele

Tytuł: Marketing
Autor: Greg Elliott, David Waller, Sharyn Rundle-Thiele
Producent: John Wiley
ISBN: 9781118624173
Rok produkcji: 2014
Ilość stron: 640
Oprawa: Miękka
Waga: 1.44 kg

Recenzje: Marketing - Greg Elliott, David Waller, Sharyn Rundle-Thiele