Marketing

Greg Elliott, Sharyn Rundle-Thiele, David Waller

Research output: Book/ReportTextbook

Abstract

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. The 1st edition of this text was the most successful 'ground-up' Introductory Marketing text ever released in the local market. Building on the strengths of the popular 1st edition, the text and its extensive accompanying digital resources are designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing and is an essential guide to best practice.
Original languageEnglish
Place of PublicationMilton, Qld.
PublisherJohn Wiley & Sons
Number of pages572
Edition2nd
ISBN (Print)9781742467214
Publication statusPublished - 2012

Bibliographical note

Previous ed.: 2010.

Keywords

  • Marketing

Fingerprint Dive into the research topics of 'Marketing'. Together they form a unique fingerprint.

Cite this