Marketing

Greg Elliott

Research output: Book/ReportTextbook

Abstract

Marketing 3rd 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 previous two editions, 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, including detailed coverage of digital marketing initiatives, as well as more traditional methods. It is an essential guide to best practice.
Original languageEnglish
Place of PublicationMilton, Qld
PublisherJohn Wiley & Sons
Number of pages604
Edition3rd
ISBN (Print)9781118624173
Publication statusPublished - 2014

Keywords

  • Marketing

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