Marketing, 5th Edition
Greg Elliott, Sharyn Rundle-Thiele, David Waller, Ingo Bentrott, Siobhan Hatton-Jones, Pete Jeans
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.
Sharyn Rundle-Thiele
David Waller
Ingo Bentrott
Siobhan Hatton-Jones
Pete Jeans
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
Textbook: 9780730382959
