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Marketing, 6th Edition
Greg Elliott, Sharyn Rundle-Thiele, David Waller, Edward Bentrott, Siobhan Hatton-Jones, Pete Jeans, Stephanie Joshua Anandappa, Pauline Campbell
ISBN: 9781394189694
Designed for first-year students, Elliott’s Marketing, 6th Edition offers students the perfect mix of marketing theory, strategy and practice. This concise yet comprehensive title contains an abundance of real-world insights, explanatory diagrams and practical examples to clarify foundational marketing concepts. Students using Marketing, 6e will gain understanding and the requisite tools to practically apply their knowledge and skills throughout their careers.
In today’s fast-paced world, students are busier than ever. This title is written by experts from both academia and industry, with an emphasis on clarity (readability), context (APAC) and currency (up-to-date). It also ensures that the realities of modern marketing, such as globalisation and digitalisation, are integrated throughout every chapter.
Features
Designed for first-year students across APAC, this text promotes skills development and includes real-world regional examples.
Relevant and relatable content that has updated case studies, practical examples and industry insights.
Updated and expanded discussion on digital marketing, social media and current practice.
Greg Elliott
Sharyn Rundle-Thiele
David Waller
Edward Bentrott (UTS)
Siobhan Hatton-Jones
Pete Jeans
Stephanie Joshua Anandappa (Monash College)
Pauline Campbell (UNSW)
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 (place)
Chapter 11 Services marketing
Chapter 12 Digital marketing
Chapter 13 International marketing
Chapter 14 Social marketing and not-for-profit marketing
Chapter 15 Marketing planning, implementation and evaluation
Chapter 16 Data and analytics
As part of Wiley’s ongoing commitment to higher education, the Wiley Affordability Program is dedicated to providing you with premium Wiley learning resources at an affordable price. We believe that every student has a right to access quality resources, no matter what your budget. Now, we are even better equipped than before to do what we do best; help teachers teach and students learn.
Interactive E-Text: 9781394189700
Print & Interactive E-Text Code: 9781394189694