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Marketing

Author: Greg ElliottSharyn Rundle-ThieleDavid WallerSandra SmithElizabeth EadesAll authors
Publisher: Milton, Qld. : John Wiley & Sons, 2018. ©2018
Edition/Format:   Print book : English : 4th editionView all editions and formats
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Document Type: Book
All Authors / Contributors: Greg Elliott; Sharyn Rundle-Thiele; David Waller; Sandra Smith; Elizabeth Eades; Ingo Bentrott
ISBN: 9780730350507 0730350509 9780730363248 0730363244
OCLC Number: 1005977555
Notes: Print on demand.
Description: xv, 597 pages : black and white illustrations ; 28 cm.
Contents: 1. Introduction to marketing --
2. The marketing environment and market analysis --
3. Market research --
4. Consumer behaviour --
5. Business buying behaviour --
6. Markets: segmentation, targeting and positioning --
7. Product --
8. Price --
9. Promotion --
10. Distribution (place) --
11. Services marketing --
12. Digital marketing --
13. International marketing --
14. Social marketing and not-for-profit marketing --
15. Marketing planning, implementation and evaluation --
16. Data and analytics --
Appendix : Marketing plan.
Responsibility: Greg Elliott, Sharyn Rundle-Thiele, David Waller, Sandra Smith, Liz Eases, Ingo Bentrott.

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