Marketing 6e is a strong foundational text for first-year students studying in departments of Management, Marketing or Business Management at universities towards a BCom and BA qualifications

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Oxford University Press Southern Africa

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Cover
Title page
Copyright
Dedication
CONTENTS IN BRIEF
TABLE OF CONTENTS
INTRODUCTION
Chapter 1: AN OVERVIEW OF MARKETING
Chapter 2: ANALYSING THE EXTERNAL ENVIRONMENT’S INFLUENCE ON MARKETING
Chapter 3: UNDERSTANDING CONSUMER DECISION-MAKING
Chapter 4: ANALYSING THE COMPETITIVE SITUATION
Chapter 5: INFORMATION FOR MARKETING DECISION-MAKING AND MARKETING RESEARCH
Chapter 6: SEGMENTING AND TARGETING MARKETS
Chapter 7: POSITIONING THE FIRM AND ITS PRODUCTS
Chapter 8: PRODUCT DECISIONS
Chapter 9: DEVELOPING AND MANAGING PRODUCTS
Chapter 10: MARKETING CHANNELS AND THE ROLE OF INTERMEDIARIES
Chapter 11: MARKETING COMMUNICATION STRATEGY
Chapter 12: IMPLEMENTING MARKETING COMMUNICATION MIX STRATEGIES
Chapter 13: PRICING CONCEPTS AND SETTING THE RIGHT PRICE
Chapter 14: PUTTING IT ALL TOGETHER: THE STRATEGIC MARKETING PLAN
Chapter 15: MARKETING IN SPECIALISED MARKETS
Chapter 16: SUSTAINABLE MARKETING
INDEX
ACKNOWLEDGEMENTS

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Trusted by 375,005 students

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