Marketing 4e
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21 667 Ft
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Product details:
- Publisher OUP Southern Africa
- Date of Publication 13 January 2011
- ISBN 9780195993134
- Binding Paperback
- No. of pages480 pages
- Size 281x210x24 mm
- Weight 1190 g
- Language English 0
Categories
Long 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.
MoreTable of Contents:
Part 1: Introduction to Marketing
An overview of marketing
Analysing the marketing environment
Understanding consumer decision-making
Analysing the competitive situation
Information for marketing decision-making and marketing research
Segmenting and targeting markets
Positioning the firm and its products
Part 2: Implementing marketing mix strategies
Product decisions
Developing and managing products
Marketing channels and the role of intermediaries
Marketing communication strategy
Implementing marketing communication mix strategies
Pricing concepts and setting the right price
Putting it all together: The strategic marketing plan
Part 3: Specialised marketing
marketing in specialised markets
