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Marketing / Charles W. Lamb, Jr. ... [et al.].

By: Charles W. LambContributor(s): Lamb, Charles WMaterial type: TextTextPublication details: Cape Town, South Africa : Oxford University Press Southern Africa, c2010. Edition: 4th edDescription: xiv, 504 pages. : illustrations. ; 28 cmISBN: 9780195993134; 0195993136Subject(s): | Marketing -- South Africa | Marketing -- South Africa -- Management | Marketing | Marketing -- ManagementDDC classification: 658.8
Contents:
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 -- 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 -- Marketing in specialised markets.
Summary: 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 labeling 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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Holdings
Item type Current library Collection Shelving location Call number Copy number Status Date due Barcode
book Mkhondo / Piet Retie(main) Public Library
600: Technology & Applied Science Non Fiction 658.8 (Browse shelf(Opens below)) 03 Available 3300310014364

Includes bibliographical references and indexes.

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 -- 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 -- Marketing in specialised markets.

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 labeling and sponsorship, as well as a wealth of examples to guide students through new topics such as green marketing and marketing communication.

Adults Non Fiction

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