Marketing + Istudy Version 1

ISBN-13: 9780730303411 / Angielski / Twarda / 2011 / 572 str.

Greg Elliott; Sharyn Rundle–Thiele; David Waller

Opis

Marketing 2 nd edition is the ideal text for the undergraduate Introductory Marketing course in the Asia–Pacific region. Significantly, it is an original work rather than being an adaptation of a US text. The 1 st edition of this text was the most successful ‘ground–up′ Introductory Marketing text ever released in the local market.

Spis treści

1 Introduction to marketing 1

2 The marketing environment and market analysis 37

3 Market research 73

4 Consumer behaviour 111

5 Business buying behaviour 145

6 Markets: segmentation, targeting and positioning 177

7 Product 213

8 Price 251

9 Promotion 297

10 Distribution (place) 345

11 Services marketing 385

12 Electronic marketing 419

13 International marketing 457

14 Marketing planning, implementation and evaluation 493

Appendix Marketing plan 523