Marketing, 2nd Edition

ISBN: 9781118389003

Marketing, 2nd Edition was designed with the first-year marketing student in mind and covers key marketing concepts in a style that is easy to follow and understand. Marketing, 2nd Edition uses a number of regional case studies to illustrate the relevance and importance of marketing topics covered in class. This Wiley text also comes with iStudy – an interactive study aid. The Marketing, 2nd Edition iStudy has a number of local videos and interactive modules that include activities to test your knowledge and aid in your understanding of the text. Best of all, iStudy is available on a range of operating systems which means you can use it anytime, anywhere.


  • Colour-coded spotlights: In every chapter, real-world examples are provided with accompanying applied questions. Each spotlight is colour-coded to match the related learning objective.
  • Case studies: At the end of each chapter a case study is provided for more in-depth analysis.
  • Marketing plan activity: You are encouraged to progressively develop a marketing plan for a product you choose, via activities at the end of each chapter. A real example of a marketing plan is provided in the back of the text for reference.
Greg Elliott is Professor of Business (Marketing) and Associate Dean, International, in the Faculty of Business and Economics at Macquarie University, a position he has held since 2005. Prior to this, he was a Professor of Management in the Macquarie Graduate School of Management.Greg has extensive experience in teaching marketing in Australia and overseas, and in course program management in South-East Asia. Before joining Macquarie University, he held academic appointments at the University of Technology, Sydney, the University of Western Australia and the University of Melbourne; and visiting appointments at Trinity College and University College, both in Dublin, Ireland. Greg has published extensively in the academic marketing literature and his current research interests are in the fields of services marketing, financial services and international marketing. Prior to his academic career, Greg spent over a decade in the marketing research and marketing planning area of the banking industry. More recently, his consulting activities have been concentrated in the banking, financial services and professional services sectors.

Sharyn Rundle-Thiele is based in the Department of Marketing in the Griffith Business School, Griffith University. Her teaching experience includes introductory marketing, marketing management, market research and services marketing. In 2008 she received an Australian Learning and Teaching Council Award in recognition of her outstanding contribution to student learning. Sharyn has published numerous papers in a diverse range of academic journals including the European Journal of Marketing, Journal of Services Marketing, Journal of Consumer Behaviour, Journal of Product and Brand Management, Journal of Brand Management, Tourism Management, Journal of Retailing and Consumer Services, Business Horizons, Marketing Education Review and the International Journal of Bank Marketing. Her most recent focus has been in the area of social marketing, and she is co-editor of the Journal of Social Marketing and the Treasurer of the Australian Association of Social Marketing.

David Waller is a Senior Lecturer in the School of Marketing, University of Technology, Sydney. David received a Bachelor of Arts from the University of Sydney, a Master of Commerce from the University of NSW and a PhD from the University of Newcastle, Australia. He has over 20 years of experience teaching marketing subjects at several universities, including the University of Newcastle, the University of New South Wales and Charles Sturt University. He has taught offshore programs in Malaysia and China. Prior to his academic career, David worked in the film and banking industries. His research has included projects on marketing communications, advertising agency–client relationships, controversial advertising, international advertising, marketing ethics and marketing education. He has published over 50 refereed journal articles in publications including the Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, Journal of Consumer Marketing, International Journal of Advertising and the Journal of Marketing Communications. David has also authored or co-authored several books and workbooks that have been used in countries in the Asia–Pacific region, and is a regular presenter at local and international conferences.

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. Electronic marketing
13. International marketing
14. Marketing planning, implementation and evaluation
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E-Text + iStudy: 9781118519875 – NO LONGER AVAILABLE
Textbook + iStudy: 9781118389003 – NO LONGER AVAILABLE