Introduction to marketing
Title:
Introduction to marketing
Author:
Strydom, J. W. (Johan Wilhelm), 1952- editor.
ISBN:
9781485102748
Edition:
Fifth edition.
Publication Information:
Cape Town, South Africa : Juta, 2014.
Physical Description:
341 pages : illustrations, maps ; 25 cm
Contents:
Preface -- Contributors -- Chapter 1: Introduction to marketing -- Chapter 2: The marketing environment -- Chapter 3: Understanding the consumer -- Chapter 4: Marketing information and marketing research -- Chapter 5: Segmentation, targeting and positioning -- Chapter 6: Product decision -- Chapter 7: Distribution decisions -- Chapter 8: Pricing decisions -- Chapter 9: Marketing communication decisions -- Chapter 10: Developing a marketing mix for service products -- Chapter 11: Integrated marketing -- Chapter 12: Marketing and the Internet -- Index.
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