Teaching you how to use online tools to reach your customers. In today's increasingly digital world, marketing is going online. From companies to individuals, people are seeking new and creative ways to promote their products and themselves in the virtual realm. Websites, email and social media are reaching out to customers at home, in the office or on the move, and finding ways to engage with them. The virtual world has many benefits, but not everyone is familiar enough with digital channels to use them to maximum potential. This is where e-Marketing in the South African context comes into play. This comprehensive book focuses on the critical issues associated with e-marketing in the South African context. It is written in an easy-to-read and practical fashion that will help readers grasp the relevant technologies and concepts presented in the book. And it provides a strategic perspective as well as metrics to help achieve the goal of successful e-marketing.

It is widely recognised that sales and marketing are the two business functions that contribute directly to the bottom line of any organisation.

Marketing is more than a sequence of steps or a strategic process; it is also a mindset that leads to good business philosophy. The marketing mindset focuses wholeheartedly on customers and the satisfaction of customers’ needs while aiming to influence the entire organisation to strive towards customer satisfaction. Sales, on the other hand, is that business function that ultimately closes the deal and brings the customer and the business together. Without sales, the customer would never achieve need satisfaction and the organisation would never meet its objectives. The ultimate goal of meeting the customer’s needs brings these two seemingly different fields together.

Fundamentals of Sales and Marketing serves to provide a fundamental understanding of both sales and marketing by equipping the reader with theoretical knowledge and practical examples that are applicable to a South African context.

In today’s competitive retail environment, where new products are being introduced daily, how do you attract customer attention to your new product, and how do you manage its success? But equally important is the price. Just what is the science of pricing?

Product and Price Management recognises that a product manager needs to maximise the value of a product, oversee all aspects of a product line in order to deliver superior customer satisfaction, and coordinate production with an understanding of the market’s and customers’ needs, while simultaneously providing a long-term competitive advantage for the company. It also focuses on the basics of pricing and conveys the choices and strategies surrounding price in a concise and practical manner. South African examples help illustrate the discussions, and the topics have been updated to reflect the current realities of the markets.

The electronic age has brought many changes to the world of marketing and sales. More people are communicating in cyberspace to access more information about products, services and brands. New methods of selling and communicating with customers are invented virtually on a daily basis. And the extended use of social media is placing new demands on marketers, sales managers and sales practitioners around the world.

Despite this upheaval, retailers and marketers believe that personal selling — the age-old art of person-to-person communication between a salesperson and a prospective customer, is here to stay — although it should be adapted to incorporate technological developments.

In this fourth edition of Personal Selling, the authors outline the key steps in the selling process that lead to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, it explains the role and place of personal selling, the impact it has on the economy, and how it ties in with and supports marketing. The importance of communication in the act of selling, as well as different approaches and sales presentation methods, are explained and clarified, and a comprehensive discussion on how sales people should manage themselves and their time is included.

The pandemic that hit the world in 2020 has brought about many changes around the world. This has led to numerous changes in the world of business and new trends have emerged in the world of sales. Artificial intelligence became more prominent, the impact of videos increased and automation of sales processes became the order of the day.

One of the more noticeable sales trends that emerged in the past years is creativity. The business world changed and salespeople had to work harder to meet targets. This also led to more intense competition, which in turn, resulted in more innovative ways of doing business. Salespeople were forced to work smarter and not harder during these trying times. One of the cyber-age strategies focused on was the use of the Internet to drive sales. This, however, quickly became annoying to customers. To prevent this type of strategy from becoming an also-ran, it needs to be adjusted and adapted to be one step ahead. Creativity is called for in sales – not silliness!

It is clear that customer expectations of personal selling are constantly changing and that businesses must adapt to these changes. The days are gone where a business can tell customers what they want to hear; or will close a deal fast; or talk a lot to influence customers. Customers expect businesses to change the way they approach them.

In this edition of Personal Selling, the authors outline the key steps in the selling process that lead to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, it explains the role and place of personal selling, the impact it has on the economy and how it ties in with and supports marketing. The importance of communication in the act of selling, as well as different approaches and sales presentation methods, are explained and clarified, and a comprehensive discussion on how salespeople should manage themselves and their time is included.

The marketing world is continuously changing and Introduction to marketing addresses these changes by discussing core concepts like understanding the environment that the organisation operates in, analysing their competition, understanding how consumers make decisions, conducting marketing research, applying segmentation, targeting and positioning, the process of developing and making decisions around products, managing services, marketing channels, retailing, pricing, promotions, branding, integrating communication efforts, business-to-business marketing, marketing metrics, international marketing and ethical considerations.

These topics are fundamental to any marketing professional or academic.

The second edition of this textbook provides updated discussions, examples and scenarios that marketers are currently facing.

In the developed world, which is a mature market, many businesses are finding that opportunities for growth have declined. As a result, they are seeking growth opportunities in developing economies. Africa is an emerging market, with some countries outpacing developed nations in economic growth. It has the fastest–growing population and an exploding middle class with more disposable income. The continent is open for business and has become an investment destination of choice.

Marketing in Africa covers the key aspects of marketing in non–traditional markets and explains important marketing concepts. The book is about understanding the lucrative African markets, including informal markets, and how to market to them.

Marketing in Africa is intended for undergraduate and postgraduate Marketing students, and students in other programmes such as Business Management, Supply Chain Management and Human Resources.

Services, whether online or offline, are important in modern economics in which the understanding is that ‘we are all in services’.

Service Marketing, a subset of the field of marketing, has evolved and developed a range of theories and models all focused on providing superior services offerings to today’s market and it’s growing expectations of service delivery. New research provides additional contemporary insights into this dynamic and developing area. This text seeks to address the current research and its managerial implications, specifically by including new case studies and integrating new research results and new perspectives on the various aspects of services.

This revised and updated second edition of Channel Management (previously titled Distribution Management) focuses on the basics of product distribution as part of the marketing mix and explains the choices and strategies involved in choosing distribution channels.

Channel Management 2e clearly describes how distribution strategies need to coordinate the activities and aims of the producer or manufacturer and various intermediaries in order to bring products and services to buyers at the right time, at the right place and in the right quantity.

As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.

Advances in technology and the change in customer profiles have changed advertising and sales as they have traditionally been conceived, forever. Marketers need to adapt their advertising and sales approaches in order to reach their rapidly changing market and keep up with their clients and customers. Advertising and sales promotion focuses on the main advertising media and sales approaches and the impact these have on the demands and pace of effective, persuasive communication in the current digital age.

Business-to-Business Marketing is the first B2B marketing book in South Africa written by local academics. Its content therefore includes material to which South African students of B2B marketing can relate more easily. This book is about businesses marketing their products and services to other businesses and covers concepts related to this environment. It gives valuable insights into business-to-business marketing management, as well as analysing B2B buying practices, supply chain management, the selection of business customers and the development of a B2B marketing strategy. It provides readers with an understanding of what B2B marketing is and how it differs from business-to-consumer (B2C) marketing. The book has a strong theoretical basis, while also exploring many case studies from a South African perspective.

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns.

Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

What is the role off marketing in the business? How is value created in the marketing process? How can I develop a marketing plan? How do I conduct market research? Is the internet the best way to help me market my product or service, or are a multichannel approach the best solution as a distribution channel option?

This completely updated sixth edition of Introduction to marketing that started out in 1998 comprises twelve chapters that focuses on recent developments in the South African marketing environment. The business setting has changed drastically in the Post-Covid-19 environment. These changes are reflected in all the chapters of the textbook.

Of special interest are the new chapters that were introduced on sustainability, social responsibility and ethical decision-making in marketing, developing the marketing plan and how marketing is dealing with changes brought by Industry 4.0.

Marketing Tourism in South Africa 6e offers a solid foundation in marketing theory applied to the unique context of the tourism industry in South Africa. This updated edition is a definitive source for universities, universities of technology and colleges where courses in Tourism Marketing and Event Marketing are offered. Marketing Tourism in South Africa 6e is written in a simple and concise style to appeal to both tourism students and practitioners. The text familiarises the reader with the tourism industry in South Africa its statistics, trends, main organisations and role-players.

Marketing is not a function by itself or a task for just one person – its success depends on several activities in the marketing value chain.

Understanding this value chain is important for companies to stay relevant, and crucial for seeing a return on their investment in marketing. Companies employ and interact with many members of the marketing value chain, and therefore need to be familiar with the relationships between each link in this chain.

Marketing Value Chain is about understanding this value chain, where marketing fits into the chain, and what role marketers play within it.

Key concepts are:

• the nature of distribution and its role in the supply chain and marketing
• the concept of value chain marketing
• distribution channels in South Africa
• understanding channel design and channel selection
• functions in the value chain
• behavioural processes in the value chain
• trends in value chain development and online channels
• the supply chain and logistics industry in South Africa
• buyer -supplier relationships

Customer service is not a new topic in marketing. Although most marketing texts cover customer service in some form or another, the topic is generally not given the attention it deserves. In a society where customers are becoming more informed, more protected and more demanding than in the past, it makes good business sense to ensure that your customers receive a high level of customer service. After all, a happy customer is a satisfied customer, and a satisfied customer will remember the experience and purchase from you again and again.

Customer Service draws together the important issues regarding customer service. It addresses all the key elements which need to be considered when developing a service strategy for a business. The text is not only written with undergraduate students in mind, but also for the entire spectrum of businesses – both large and small – and for employees at all levels.

This book:

• Considers the topic of customer service within the context of its role in marketing strategy
• Stresses the importance and role of verbal and non-verbal communication
• Highlights the role that physical evidence plays in supporting a service strategy
• Addresses the causes of service failures and how to fix them
• Provides guidance on how to develop a service system
• Shows how technology can be used to enhance customer service
• Gives advice on how to develop and train staff to deliver exceptional customer service
• Addresses the important issues of quality, value, expectations and satisfaction and why they form the foundation of a service strategy
• Outlines the concept of customer experience management and how to apply it to a business

Pride/Ferrell's MARKETING, 21st Edition, helps students develop the knowledge and decision-making skills necessary to succeed in today's competitive business environment through its visually engaging and reader-friendly presentation of essential marketing concepts and strategies.

Expanded coverage of business markets and buying behavior, marketing channels and supply chain management, retailing, personal selling and marketing analytics as well as practical applications and real-world examples enhance students' understanding.

Consumer Behaviour as a field of study has grown significantly due to the increased influence of consumers in the market. There has been a corresponding transitional shift from a business-to-consumer approach to a consumer-to-business one, which has had a specific impact on the marketing domain. Marketing as a core discipline was crafted in the infancy stage to ensure consumers got the right product, at the right price, in the right place and by use of the right promotion. The complexity in modern society involves correctly determining this “right”. Consumer Behaviour provides a current South African perspective on consumers and their ever-changing needs, as influenced by a number of psychological, cultural and environmental factors.

Consumer Behaviour discusses the dynamics of consumers and their consumption practices and behaviours, and the importance of adjusting marketing efforts accordingly to ensure business success.It reflects a relevant and current outlook, including exploring the changes and challenges associated with the COVID-19 pandemic.

Consumer Behaviour is aimed at undergraduate Marketing students and those who are already in the field wanting to improve their knowledge on consumer behaviour in South Africa.

In today's fiercely competitive business environment, a brand is more than just a product or logo; when managed effectively, it can become the key to an organisation's success. While there are numerous international textbooks on branding, many of them focus on American or European contexts, often neglecting the unique nuances of the South African market. This textbook seeks to fill that gap by providing a comprehensive exploration of the intricacies involved in building, nurturing, and sustaining brands within the dynamic South African landscape.

South Africa, with its diverse languages, cultures, and identities, presents brand managers with a distinctive set of opportunities and challenges. The ability to create brands that resonate with consumers and establish a meaningful connection is essential for success in this multifaceted environment.

This textbook is designed to equip students, marketing professionals, and aspiring entrepreneurs with the knowledge and tools necessary for effective brand management. Key topics covered include:

• An introduction to branding concepts
• The significance of crafting a brand's image, identity, and positioning
• Strategies for developing and managing brand architecture
• Approaches to building strong brands through brand equity and the brand value chain
• Designing marketing programs to enhance brand equity
• Measuring brand equity and performance using various approaches
• Considerations for brand contact planning and constructing effective contact plans
• Branding in the digital era, with a focus on the African and South African context
• Strategies for international branding
• Perspectives on branding in the service sector
• The importance of internal branding and employee engagement

Each chapter incorporates practical examples to illustrate theoretical concepts, and it includes a relevant case study and questions for students to reinforce their understanding.

This textbook is the result of extensive research and collaboration with academics from various South African institutions, including the University of Johannesburg, North-West University, UNISA, and Vega School, offering a diverse range of expert viewpoints. We invite you to embark on a journey of understanding, developing, and managing brands within the South African context through this comprehensive resource.

A solid interpretation of all the major marketing communication mix elements that focuses on the basic premises that are needed to employ these techniques in a cohesive manner.

Presents a planning framework to facilitate a seamless integration of all these elements in order to convey a consistent corporate image and brand offering.

Aimed at undergraduate marketing students, but will also be of benefit to postgraduate students and practitioners as a reference work.

For graduate and upper-level undergraduate marketing research courses. For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis. Hair et. al provides an applications-oriented introduction to multivariate analysis for the non-statistician. By reducing heavy statistical research into fundamental concepts, the text explains to students how to understand and make use of the results of specific statistical techniques. In this seventh revision, the organization of the chapters has been greatly simplified. New chapters have been added on structural equations modeling, and all sections have been updated to reflect advances in technology, capability, and mathematical techniques.