Marketing

Marketing

3.39 (191 ratings by Goodreads)
  • Paperback

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Description

Marketing continues to be a principles-based, relevant introduction to the subject for undergraduate students in South Africa. The fourth edition of this title covers issues like pricing, product labelling and sponsorship, as well as a wealth of examples to guide students through new topics such as green marketing and marketing communication.show more

Product details

  • Paperback | 480 pages
  • 210.06 x 280.92 x 23.88mm | 1,188.41g
  • Oxford University Press Southern Africa
  • Goodwood, South Africa
  • Revised
  • 4th Revised edition
  • 0195993136
  • 9780195993134

Table of contents

PART 1: INTRODUCTION TO MARKETING ; 1. An overview of marketing ; 2. Analysing the marketing environment ; 3. Understanding consumer decision-making ; 4. Analysing the competitive situation ; 5. Information for marketing decision-making and marketing research ; 6. Segmenting and targeting markets ; 7. Positioning the firm and its products ; PART 2: IMPLEMENTING MARKETING MIX STRATEGIES ; 8. Product decisions ; 9. Developing and managing products ; 10. Marketing channels and the role of intermediaries ; 11. Marketing communication strategy ; 12. Implementing marketing communication mix strategies ; 13. Pricing concepts and setting the right price ; 14. Putting it all together: The strategic marketing plan ; PART 3: SPECIALISED MARKETING ; 15. marketing in specialised marketsshow more

Author information

C. Lamb, J. Hair, C. McDaniel, C. Boshoff, N. Terblancheshow more

Rating details

191 ratings
3.39 out of 5 stars
5 19% (36)
4 30% (58)
3 30% (58)
2 12% (23)
1 8% (16)
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