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Marketing: A Practical Approach 7th Edition by Peter Rix has a successful, award-winning pedigree. For twenty years it has stood out from the pack, providing VET teachers and students with a comprehensive, no-nonsense approach to the principles of modern marketing. Peter Rix's unique combination of expertise and experience in the worlds of both VET and marketing result in a truly outstanding text. The seventh edition builds on the strengths of its previous editions and examines the key trends that are changing the way marketers practise their craft.
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Table of Contents

Marketing: A Practical Approach Part 1: Modern Marketing 1. The field of marketing 2. The marketing environment 3. Gathering marketing information Part 2: Understanding Markets 4. Market segmentation, targeting and positioning 5. Understanding the consumer market 6. Understanding the business market Appendix A: International Markets Part 3: The Marketing Mix 7. Product planning and development 8. Product management strategies 9. Service marketing strategies 10. Pricing strategies 11. Distribution strategies Appendix B: Retailing and wholesaling 12. The promotional plan Appendix C: Marketing planning models Appendix D: Measuring marketing programs

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