市场营销(Au) 5E印刷 Marketing (Au) 5E 

基本信息

E-Text: 9780730382966 

Textbook: 9780730382959 

页面参数仅供参考，具体以实物为准

书籍简介

《市场营销(Au)》第 5 版专为一年级学生设计，为学生提供了市场营销理论、策略和实践的结合。这本简明而丰富的书包含大量真实世界的见解、解释性图表和实际案例，阐明了基本的市场营销概念。使用《市场营销学》5E 的学生将获得理解力和必要的工具，在职业生涯中实际应用他们的知识和技能。

在当今快节奏的世界中，学生们比以往任何时候都更加忙碌。本书由来自学术界和产业界的专家编写，强调清晰性（可读性）、背景（亚太地区）和时效性。它还确保将全球化和数字化等现代市场营销的现实融入每一章。

Designed for first-year students, Elliott’s Marketing, 5th Edition offers students the mix of marketing theory, strategy and practice. This concise yet 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 title is written by experts from both academia and industry, with an emphasis on clarity (readability), context (APAC) and currency . It also ensures that the realities of modern marketing, such as globalisation and digitalisation, are integrated throughout every chapter.

作者简介

格雷格-艾略特（Greg Elliott）自 2005 年起担任麦考瑞大学（Macquarie University）商业与经济学院商业（市场营销）教授兼国际事务副院长。在此之前，他是麦考瑞管理研究生院的管理学教授。

Greg 在澳大利亚和海外市场营销教学以及东南亚课程项目管理方面拥有丰富的经验。在加入麦考瑞大学之前，他曾在悉尼科技大学、西澳大利亚大学和墨尔本大学担任学术职务，并在爱尔兰都柏林的三一学院和大学学院担任访问学者。

格雷格在市场营销学术文献中发表了大量论文，他目前的研究兴趣集中在服务营销、金融服务和国际营销领域。在从事学术研究之前，格雷格在银行业的营销研究和营销策划领域工作了十多年。近年，他的咨询活动主要集中在银行、金融服务和专业服务领域。

Greg Elliott is Professor of Business (Marketing) and Associate Dean, International, in the Faculty of Business and Economics at Macquarie University, a position he has held since 2005. Prior to this, he was a Professor of Management in the Macquarie Graduate School of Management.

Greg has extensive experience in teaching marketing in Australia and overseas, and in course program management in South-East Asia. Before joining Macquarie University, he held academic appointments at the University of Technology, Sydney, the University of Western Australia and the University of Melbourne; and visiting appointments at Trinity College and University College, both in Dublin, Ireland.

Greg has published extensively in the academic marketing literature and his current research interests are in the fields of services marketing, financial services and international marketing. Prior to his academic career, Greg spent over a decade in the marketing research and marketing planning area of the banking industry. More recently, his consulting activities have been concentrated in the banking, financial services and professional services sectors.

目录

TABLE OF CONTENTS

Chapter 1: Introduction to marketing

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