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

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Material type: Text

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."

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
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."

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