Authors: CW Lamb, JF Hair, C McDaniel, C Boshoff, D Human-van Eck, HB Klopper, J Nel and R Elliott Marketing 7e guides the reader on how to analyse the market environment, how to make informed decisions, and how to position and differentiate product. There...
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Authors: CW Lamb, JF Hair, C McDaniel, C Boshoff, D Human-van Eck, HB Klopper, J Nel and R Elliott Marketing 7e guides the reader on how to analyse the market environment, how to make informed decisions, and how to position and differentiate product. There is a thorough discussion on the marketing mix, culminating in creating a strategic marketing plan. The textbook includes pedagogical features such as opening case studies, strategy readers, technology boxes, key concepts and useful summaries. Marketing 7e is an introductory level textbook for first-year students studying towards a BCom or BA qualification in departments of management, marketing or business management at universities. It is also suitable for students who are studying a national diploma in marketing at universities of technology. New to this edition New chapter on digital marketing Greater focus on product differentiation Streamlined chapter on marketing communications and implementing the marketing mix Updated table o
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