Description

Book Synopsis
Marketing 2nd 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.

Table of Contents
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

Marketing 2e iStudy Version 2 Registration Card

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    A Paperback / softback by G Elliott

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      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 11/02/2014
      ISBN13: 9781118389003, 978-1118389003
      ISBN10: 111838900X
      Also in:
      Sales and marketing management

      Description

      Book Synopsis
      Marketing 2nd 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.

      Table of Contents
      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

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