Marketing: A Practical Approach

Peter Rix continues to provide students with a strong practical approach to marketing, allowing them to discover how marketing is carried out in the real world.

This edition introduces students to the practicalities of marketing, by explaining theoretical concepts, and how these concepts apply to organisations.

The sixth edition introduces many of the evolving influences facing modern marketers, including a regionalised global environment, trends in the digital communication era, and an ever-increasing quest for the measurability of marketing programs. This edition includes a new chapter on Marketing metrics, Internet and digital marketing, viral marketing, the use of new media, new emerging customer segments, direct marketing strategies, and changing customer attitudes and behaviours.