Marketing /
Lamb, Charles W.,
Marketing / Lamb, Hair, McDaniel, Boshoff, Terblanche, Elliott, Klopper. - Fifth edition. - Cape Town, South Africa : Oxford University Press Southern Africa, 2015. - xv, 591 pages : illustrations ; 28 cm
Includes bibliographical references and index.
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 --
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 --
15. Marketing in specialised markets --
16. Sustainable marketing.
"Marketing 5th Edition covers issues like pricing, product labelling and sponsorship and includes a wealth of examples to guide students through current topics such green marketing and marketing communication. This new edition is written in a more accessible way to assist students to grasp new concepts."
9780199079926
Marketing.
Marketing
Marketing--South Africa.--Management.
658.8 / LAM
Marketing / Lamb, Hair, McDaniel, Boshoff, Terblanche, Elliott, Klopper. - Fifth edition. - Cape Town, South Africa : Oxford University Press Southern Africa, 2015. - xv, 591 pages : illustrations ; 28 cm
Includes bibliographical references and index.
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 --
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 --
15. Marketing in specialised markets --
16. Sustainable marketing.
"Marketing 5th Edition covers issues like pricing, product labelling and sponsorship and includes a wealth of examples to guide students through current topics such green marketing and marketing communication. This new edition is written in a more accessible way to assist students to grasp new concepts."
9780199079926
Marketing.
Marketing
Marketing--South Africa.--Management.
658.8 / LAM