TY  - BOOK
AU  - Lamb,Charles W.
AU  - 
AU  - Hair,Joseph F.
AU  - McDaniel,Carl
AU  - Boshoff,Christo
AU  - Terblanché,N.S.
AU  - Elliott,Roger
AU  - Klopper,H.B.
AU  - 
AU  - 
AU  - 
AU  - 
AU  - 
AU  - 
TI  - Marketing
SN  - 9780199079926
U1  - 658.8 23
PY  - 2015///
CY  - Cape Town, South Africa : 
PB  - Oxford University Press Southern Africa, 
KW  - Marketing
KW  - South Africa
KW  - Management
N1  - 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.













N2  - "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."
ER  -