Marketing Management (e-book)
Marketing Management takes a fresh look at topics such as the architecture of marketing, integrated marketing communication and the identification of target markets. Core topics such as product and services, wholesaling and retailing, distribution, global marketing and pricing strategies are, of course, also dealt with.
| e-book ISBN: | 9780702195716 |
| Publisher: | Juta Publishers |
| Variant: | e-book |
| Author(s): | du Plessis, F ,Jooste, C and Strydom, J |
| Edition: | 6th Edition |
Content
PART 1: MARKETING SENSING
Chapter 1: Marketing architecture
Chapter 2: The market environment
Chapter 3: Buyer behaviour
Chapter 4: Identification of target markets
Chapter 5: Information for decision making
PART 2: MARKETING STRATEGIES
Chapter 6: Products and services
Chapter 7: Branding decisions
Chapter 8: Pricing decisions
Chapter 9: Integrated marketing communication
Chapter 10: Customer interface management
Chapter 11: Digital marketing communication
Chapter 12: The distribution decision
Chapter 13: Wholesaling and retailing in South Africa
Chapter 14: Customer value and retention
Chapter 15: Global marketing
PART 3: MANAGING THE MARKETING EFFORT
Chapter 16: Marketing planning and implementation
Chapter 17: Measuring and managing return on marketing investment
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