Project Description
Marketing, 6th Edition
Elliott, Rundle-Thiele, Waller, Bentrott, Hatton-Jones, Jeans, Joshua-Anandappa, Campbell, Bentrott
Interactive E-Text: 9781394189700, Print & Interactive E-Text Code: 9781394189694
Designed for first-year students, Elliott’s Marketing, 6th Edition offers students the perfect 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 will gain a practical understanding of foundational marketing concepts and the tools to apply their knowledge and skills throughout their careers.
Available in our low-cost subscription platform, Wiley Business Now. It also includes an Instructor Resource Toolkit and is supported by our local Wiley team.
Table of Contents
1.1 What is marketing?
1.2 The exchange of value
1.3 Ethics, corporate social responsibility and sustainable marketing
1.4 Why study marketing?
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Summary
Key terms
Case study
Advanced activity
2.1 The marketing environment
2.2 Internal environment
2.3 Micro environment
2.4 The macro environment
2.5 Situation analysis and marketing planning
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3.1 The role of market research in marketing decisions
3.2 Defining a market research problem
3.3 Data and understanding
3.4 Managing the research project
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4.1 What is consumer behaviour?
4.2 Group factors
4.3 Individual factors
4.4 Consumer involvement and the decision-making process
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5.1 Business markets
5.2 Marketing to business customers
5.3 Characteristics of business demand
5.4 Business buying behaviour
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6.1 Knowing the market
6.2 Target marketing
6.3 Market segmentation
6.4 Market targeting
6.5 Positioning
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7.1 Products: goods, services and ideas
7.2 Product life cycle
7.3 Product differentiation
7.4 Branding
7.5 Packaging
7.6 Managing products
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8.1 Pricing objectives
8.2 Demand considerations
8.3 Cost and revenue analysis
8.4 Competition considerations
8.5 Business-to-business pricing
8.6 Price management
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9.1 What is promotion?
9.2 Integrated marketing communications
9.3 Advertising
9.4 Public relations
9.5 Sales promotion
9.6 Personal selling
9.7 Additional forms of promotion
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10.1 Distribution channels
10.2 Distribution of goods
10.3 Distribution of services
10.4 Retailing
10.5 Agents and brokers
10.6 Wholesaling
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11.1 Service-dominant economies
11.2 The services marketing mix
11.3 Services marketing challenges
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12.1 Digital marketing
12.2 Characteristics of digital marketing
12.3 Digital marketing methods
12.4 Ethical and legal issues
12.5 Digital marketing and marketing strategy
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13.1 International marketing fundamentals
13.2 The international marketing environment
13.3 Why and how organisations go international
13.4 The international marketing mix
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14.1 What is social marketing?
14.2 Benchmark criteria for social marketing
14.3 Three social marketing streams
14.4 What is (and is not) social marketing?
14.5 Not‐for‐profit marketing
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15.1 The marketing cycle
15.2 Marketing planning
15.3 Marketing implementation
15.4 Evaluating marketing performance
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16.1 The significance and importance of data
16.2 Data-driven marketing
16.3 Methods of data analytics in marketing
16.4 Data ethics and the future of marketing analytics
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Authors
Greg Elliott (Australian National Institute of Management and Commerce)
Sharyn Rundle-Thiele (Griffith University)
David Waller (University of Technology Sydney)
Edward Bentrott (University of Technology Sydney)
Siobhan Hatton-Jones (Curtin University)
Pete Jeans (Charles Sturt University)
Stephanie Joshua-Anandappa (Monash College)
Pauline Campbell (University of New South Wales)
Explore our content
Designed specifically for first-year students, Elliott’s Marketing, 6th Edition provides the ideal blend of marketing theory, strategy, and practice.
This concise yet thorough text is packed with real-world insights, detailed explanatory diagrams, and practical examples that clarify key marketing concepts. Students will develop a strong understanding of foundational marketing principles and gain the essential tools to apply their knowledge in real-world situations. The title equips students with the skills they need to excel in today’s fast-paced and ever-evolving marketing landscape.
This title is written by experts from both academia and industry, with an emphasis on clarity, currency and context. The realities of modern marketing, such as globalisation and digitalisation, are integrated throughout every chapter, while local examples and case studies situate marketing theory and practice in an Australasian context.
By combining theory with hands-on practice and examples, this book ensures students are well-prepared for both their academic journey and future marketing careers.
What’s in this edition
- Expanded Digital Marketing Coverage: Every chapter has been updated with the latest discussions on digital marketing, social media trends, and current industry practices, ensuring students stay ahead in a rapidly evolving field.
- Enhanced Focus on Data and Analytics: Chapter 16 has been thoroughly revised to reflect the growing importance of data and analytics in marketing, offering students insight into how these tools are transforming modern marketing strategies.
- Real-World Case Studies: Each chapter concludes with practical case studies featuring small scale-up businesses, digital marketing agencies, universities, and prominent Australian organisations, providing hands-on learning opportunities.
- Regional Relevance for APAC Students: Designed specifically for students across the Asia-Pacific region, the text includes real-world examples from local markets, helping students develop practical skills within their regional context.
- Engaging and Current Content: Students will connect with updated case studies, practical examples, and industry insights, making the material relevant and engaging for today’s marketing landscape.
- Sustainability Focus: The text incorporates discussions on sustainability, highlighting its growing role in marketing strategies and the importance of ethical business practices.
Take a closer look:
Interactives and Key Features
Available as a interactive e-text or printed textbook, with both subscription or buy-to-own access models. This title empowers students to master concepts and excel in assessments. Lecturers are supported with an extensive, easy-to-use teaching and learning package
Updated and expanded discussion of digital marketing, social media and current practice across all chapters.
Expanded digital marketing coverage
Chapter 16 includes a discussion of data and analytics and its impact on marketing.
Data and analytics
Our digital eText features end-of-chapter multiple-choice quizzes that provide instant feedback, helping to reinforce understanding and support learning.
Concept check questions (eText)
Case studies encourage critical thinking and problem-solving. Using local case studies enhances relevance and engagement by reflecting students' familiar contexts, making the learning more practical and applicable.
Local case studies
Students can personalise their eText by highlighting and taking notes, as well other useful tools like the read aloud.
Personalisation features (eText)
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Instructor Resource Toolkit
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Pre-made PowerPoint slides save you time in your course set-up, while the ability to customise the content means you can build it to suit your courses learning outcomes.
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This text is proudly published and supported by a local team dedicated to enriching learning experiences for ANZ based students and instructors.
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