Marketing

A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An Introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field.

A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An Introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. The book begins by placing marketing in perspective in an organisation, and details how the marketing environment impacts on a business, the need for marketing information when making business decisions, the steps consumers take when making purchasing decisions, how to segment a market and target the specific segment based on the information obtained and the analysis of the marketing environment, and lastly how to structure the marketing mix of product, price, promotion and place to ensure success. The book is written in an accessible style, presented in an easy-to-understand format, which makes teaching and learning about the principles of marketing much simpler.
Author:
Professor Michael Cant Michael Cant
Format:
Paperback

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Description

A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An Introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field.

A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An Introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. The book begins by placing marketing in perspective in an organisation, and details how the marketing environment impacts on a business, the need for marketing information when making business decisions, the steps consumers take when making purchasing decisions, how to segment a market and target the specific segment based on the information obtained and the analysis of the marketing environment, and lastly how to structure the marketing mix of product, price, promotion and place to ensure success. The book is written in an accessible style, presented in an easy-to-understand format, which makes teaching and learning about the principles of marketing much simpler.

Product details

Author:
Michael Cant, Professor Michael Cant
Subtitle:
An introduction
Publisher:
Juta & Company
Editor:
M.C. Cant
ISBN:
9780702188565
Audience:
Academic
Pages:
231
Width (mm):
180
Length (mm):
260
Additional Info:
Michael Cant is Chair of Marketing & Retail Management at the University of South Africa (UNISA).
Table of Contents:
  • Fundamentals of marketing management
  • The modern marketing environment of business
  • Consumers & their behaviour
  • Marketing information & marketing research
  • Market segmentation, targeting & positioning
  • Product decisions
  • Pricing decisions
  • Promotion decisions
  • Distribution decisions (placement)
  • Marketing planning, implementation & control
  • Summary
  • Reference.
Weight (g):
514

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