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.
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- Paperback | 480 pages
- 210.06 x 280.92 x 23.88mm | 1,188.41g
- 17 Dec 2010
- Oxford University Press Southern Africa
- Goodwood, South Africa
C. Lamb, J. Hair, C. McDaniel, C. Boshoff, N. Terblanche
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 markets