Marketing / Lamb, Hair, McDaniel, Boshoff, Terblanche, Elliott, Klopper.

By:

Contributor(s):

Material type:

TextLanguage: English Publication details: Cape Town, South Africa : Oxford University Press Southern Africa, 2015.Edition: Fifth editionDescription: xv, 591 pages : illustrations ; 28 cmISBN:

9780199079926

Subject(s):

DDC classification:

658.8 23 LAM

Contents:

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.

Summary: "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."

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	General Books	CUTN Central Library Medicine, Technology & Management		Non-fiction		658.8 LAM (Browse shelf(Opens below))					Available			33177

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.

Includes bibliographical references and index.

"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."

There are no comments on this title.

to post a comment.