Title:
Marketing
Author:
Lamb, Charles W.
ISBN:
9780195765885
Edition:
3rd South African ed.
Publication Information:
Cape Town, South Africa : Oxford University Press Southern Africa, 2008.
Physical Description:
xix, 460 pages : illustrations ; 28 cm
Contents:
Pt. 1. Introduction to marketing. An overview of marketing -- Analysing the marketing environment -- Understanding consumer decision-making -- Assessing the competitive situation -- Information for marketing decision-making and marketing research -- Segmenting and targeting markets -- Positioning the firm and its products -- pt. 2. Implementing marketing mix strategies. Product decisions -- Developing and managing products -- Marketing channels and the role of intermediaries -- Marketing communication -- Implementing marketing communication mix strategies -- Pricing concepts and setting the right price -- Putting it all together: the strategic marketing plan -- pt. 3. Specialised marketing. Marketing in specialised markets.
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