Short description
This edition of marketing management takes a fresh look at topics such as the nature of marketing, the marketing landscape, segmentation and buyer behaviour.
Long description
This edition of marketing management takes a fresh look at topics such as the nature of marketing, the marketing landscape, segmentation and buyer behaviour. It includes all-new chapters on international marketing, marketing communication, cyber-marketing, and marketing planning, implementation and control. Key features include - well-researched case studies; numerous examples to explain marketing theory, many of which are taken from South African companies; an all-important chapter on using the Internet to the best advantage. The expanded author team is drawn from some of the major South African academic institutions. Marketing management has been widely prescribed for many years.