Principles of marketing : global and southern African perspectives
Title:
Principles of marketing : global and southern African perspectives
Author:
Kotler, Philip.
ISBN:
9781770255616
Personal Author:
Edition:
1st ed.
Publication Information:
Cape Town : Pearson Education South Africa, 2010.
Physical Description:
701 pages : illustrations (chiefly color) ; 29 cm
General Note:
Southern African adaptation of Principles of marketing / Philip Kotler, Gary Armstrong. 12th ed. c2008.
Contents:
Defining marketing and the marketing process -- Understanding the marketplace and consumers -- Designing a customer-driven marketing strategy and integrated marketing mix -- Extending marketing.
Abstract:
Retaining the theoretical foundation of the US edition, this adaptation helps students understand the complex marketing environment in Southern Africa. Academics from South African higher education institutions have adapted the text by integrating recent Southern African research results, data, examples and case studies.