Charles W. Lamb creator Lamb, Charles W. text sa Cape Town, South Africa Oxford University Press Southern Africa c2010 4th ed. monographic eng

print

xiv, 504 pages. : illustrations. ; 28 cm. 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. 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. Adults Non Fiction Charles W. Lamb, Jr. ... [et al.]. Includes bibliographical references and indexes. Marketing South Africa Marketing South Africa Management Marketing Marketing Management 658.8 9780195993134 0195993136 RDA 231026 20231026083448.0 E