Marketing, 5th Edition

ISBN: 9780730382959

Designed for first-year students, Elliott’s Marketing, 5th Edition offers students the perfect mix of marketing theory, strategy and practice. This comprehensive title contains an abundance of real-world insights, explanatory diagrams and practical examples to clarify foundational marketing concepts. Students using Marketing, 5E 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 essential title is written by experts from both academia and industry, with an emphasis on clarity, context (APAC) and currency. It also ensures that the realities of modern marketing, such as globalisation and digitalisation, are integrated throughout every chapter.

Available as a full colour printed textbook with an interactive eBook code included, this title enables you to master concepts and succeed in assessment by taking the roadblocks out of self-study.

Features

  • Current – updated case studies, examples and industry insights
  • Practical & Relevant – targeted at first year students. Applied-skills orientated.  
  • Future Skills Guide – expert and practical advice on career preparedness for future-ready grads.   

Authors

Greg Elliott

Sharyn Rundle-Thiele

David Waller

Ingo Bentrott

Siobhan Hatton-Jones

Pete Jeans

Maria Massey

Table of Contents

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

Wiley Affordability Program Mission Statement

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.

ISBNs

E-Text: 9780730382966 
Textbook: 9780730382959