The advent of the electronic age has brought many changes to the world of marketing and sales. New methods of selling and communicating with customers are invented virtually on a daily basis. And the use of social media is placing new demands on marketers and sales managers around the world. Despite this upheaval, retailers and marketers believe that personal selling as practised over the past decades is here to stay - although it should be adapted to incorporate technological developments. There will however always be a place for the age-old art of person-to-person communication between a salesperson and a prospective customer. In this third edition of Personal Selling, the authors outline the key steps in the selling process that leads to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, the book seeks to explain the role and place of personal selling, the impact it has on the economy, and how it ties in with 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.

Understanding consumers and the way they behave is crucial to the success of any business. In these times of economic uncertainty and reduced customer expenditure, ensuring that the consumer's wants and needs are met, forms part of the strategic planning of all organisations - big or small. Consumers, by means of their buying behaviour, exert influence on businesses and compel them to act in certain ways. Understanding consumer behaviour is therefore imperative, as it provides information to businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities.

Introduction to Retailing is aimed at students of commerce and entrepreneurs who want to start a retail business or who already have a business and want to make it more successful. In today's very competitive retail environment retailers need to be proactive and able to adapt to changing situations. This third edition of Introduction to Retailing looks at the factors all new retailers need to consider when starting a retail business. Theory on these issues is enhanced with practical examples, giving this edition a uniquely South African flavour.

The world of integrated marketing communication (IMC) has changed dramatically over the last 10 years, due in large part to the expansion and advances in digital media technology. These changes have affected clients, consumers and advertisers alike. While offering the main marketing communication tools, Marketing communication: An integrated approach deals with the past, present and future of IMC and the impact this has had on the pace and demands of effective persuasive communication in the current digital age. It is also the first IMC textbook to cover in detail alternative communication strategies and how their unconventional and disruptive tactics have been integrated into our daily lives.

As the primary focus of the global economy has moved from agriculture to manufacturing to services-dominated economies, the realisation that 'we are all in services' has finally dawned. Services marketing has developed, as a result, and is now a well-established sub-discipline of marketing, with its own theories and body of knowledge.

This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this very challenging business domain. This second edition offers new case studies from contemporary business situations, where consumers are highly informed and discriminating.

These real world examples illustrate how service providers should refine their marketing approach and practice in order to remain competitive in the global market.

Introduction to Marketing Communications looks at the variety of marketing communication tools used by advertising agencies today in pursuing brand success. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results. Therefore, this introduction to IMC also considers and discusses New Technologies and opportunities provided by the World Wide Web, mobile media and social networking. With comprehensive Learning Outcomes, Key Learning Points and Self Assessment features for each chapter Introduction to Integrated Marketing Communications is an indispensable resource for marketing students and practitioners.

As the general public has become more aware of pricing and the pricing actions of organisations in recent years, the focus on pricing as a marketing decision area has intensified. Price management introduces the fundamental principles of pricing in a clear, accessible manner. The approach is that pricing is a long-term decision that must be made in a thorough and systematic way. Businesses should adopt a proactive approach to pricing in order for them to achieve their marketing and organisational goals.

Full-color, completely current, and packed with practical applications, RETAILING, 8E, International Edition puts students on the inside track to success in the fast-moving retail industry. RETAILING, 8E, International Edition is written by a seasoned author team whose expertise informs every page and whose innovative approach has earned this market-leading text endorsement by the National Retailing Federation. While others may focus on lackluster descriptions of retailers and their most mundane tasks, Dunne, Lusch, and Carver bring retailing to life, covering the latest developments in the field and detailing behind-the-scenes stories in a conversational style enlivened by full-color pictures and illustrations. RETAILING, 8E, International Edition emphasizes the impact of technology and the Internet, as well as giving solid coverage to international topics and issues unique to service providers. The text also includes a thorough, integrated study guide with review questions, writing and speaking exercises, cases covering diverse retail operations, a computer spreadsheet case, and more. In addition, "Planning Your Own Retail Business" exercises focus on problems small business managers and owners face in day-to-day operations, helping students appreciate the financial impact of retail decisions. This engaging, reader-friendly text vividly illustrates how fun, exciting, challenging, and rewarding a career in retailing can be, even while helping students hone their skills and creativity to stay ahead of the competition and navigate an ever-changing economic environment.

This edition of Relationship marketing and customer relationship management provides new perspectives on the meaning of marketing.

Relationship marketing (RM) and Customer relationship management (CRM) both represent a paradigm shift in traditional marketing thinking.

This means moving away from marketing to anonymous masses to developing and managing relationships with identifiable customers and stakeholders.

Managing events is both an art and a science. Events managers need to understand and fully embrace the multi-dimensional nature of events management, and cultivate the leadership skills and attitudes in themselves and those they manage. The importance of successfully staging events has increased around the world, as more government agencies begin to realise the potential benefit of using events as strategic development tools.

This third edition of Events Management: A developmental and managerial approach provides a definitive grounding in the development and management of small to large scale events.

The book provides an introduction to events management, then goes on to examine the design, administration and marketing of events, as well as the operational and risk management aspects. It also deals with applied events management through a number of event genre types.

The all-new Business and Marketing Cases is an engaging collection of case studies dealing with real-life businesses. Written by the business owners themselves, the stories are unique and inspiring to students, practitioners and would-be entrepreneurs. Owners, entrepreneurs and corporates (from SMMEs to larger companies) share their frustrations, successes, and challenges on starting and running successful businesses.

As the primary focus of the global economy has moved from agriculture to manufacturing to services-dominated economies, the realisation that ‘we are all in services’ has finally dawned.

Services marketing has developed, as a result, and is now a well-established sub-discipline of marketing, with its own theories and body of knowledge. This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this particular, but very challenging, business domain.

Essentials of marketing introduces the fundamentals upon which effective marketing strategies are based. This updated third edition includes information and strategies that are crucial in the world of marketing today. A new chapter on Marketing planning, implantation and control adds value to this successful publication. This work is ideal for the marketing practitioner who wants a practical approach to the issues of marketing today.

Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what "ad-liking" really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend.

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter. The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. This textbook is accompanied by the following online resources: For students: Web exercises Web links Video links For lecturers: PowerPoint slides Resource box

"Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them."

Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation

“50+ metrics crackles like new money…this is the best marketing book of the year.”

Updated version of Strategy + Business “2006 Best Books in Marketing award winner”

WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING

As the old adage goes, “If you can’t measure it, you can’t manage it.” Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge.

Key Marketing Metrics gives you a portfolio, or "dashboard", of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.

This edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.”

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.

Understanding the customer, identifying opportunities and threats in the market and integrating the elements of marketing in a suitable and winning combination are all paramount to the survival of organisations in the 21st century. Essentials of Marketing explains the fundamental aspects of marketing alike. It is a must-have resource for those responsible for keeping their organisations abreast with the latest developments in the marketing environment.

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text. Discover: A framework for digital marketing and social media that will help students navigate this rapidly changing fieldHow marketing adds value to customers and organisationsHow innovative brand positioning drives commercial successHow companies in the service sector such as Paddy Power build a loyal customer baseHow viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance

The all-new Applied Marketing Cases is an engaging collection of case studies written by owners, entrepreneurs and corporates (from SMMEs to larger companies). They share their frustrations, successes and challenges on starting and running successful businesses. The stories are unique and inspiring to students, practitioners and would-be entrepreneurs.

Contents Include:

• 1st for Women Insurance
• 8ta2StrokeAfrica Media Online
• Bella Donna Finishing Classes
• Bio-Strath
• Blue Apple
• BulkSMS.com
• Clover Danao
• Clover Tropika
• Engen
• Europcar
• Gary Rom Hairdressing
• Hippo.co.za
• Jenna Clifford Designs (Pty) Ltd
• John Deere
• Ocean Baskey
• Studentnotes.co.za
• Suzuki Auto South Africa
• Vega
• Vital Health Foods

Simple, relevant and practical, Applied Marketing Cases is a must-read for entrepreneurs and business students alike.

This collection of articles and essays from magazines, newspapers, books, and academic journals is designed to expand the reader's awareness and understanding of the role dress plays in cultures and subcultures across the globe. The text, which represents the very best thinking and writing on the subject today, explores essential topics such as dress and sociology, cultural studies, gender, religion, modesty, and technological changes. The Meanings of Dress, 3rd Edition is newly revised to reflect the current cultural landscape and includes more theory than previous editions, as well as an increased emphasis on the male perspective. The book provides design and merchandising students with insight into how - and why - consumers buy clothing and other products related to dress, and helps them to hone their trend forecasting skills. Instructors, contact your Sales Representative for access to Instructor's Materials.

Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11E, International Edition delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition also includes additional emphasis on automated B2B practices and the impact of the Internet.

Marketing for Entrepreneurs provides an overview of the marketing process for the owner/manager of a small business. The book guides the reader through the process of developing a marketing plan, and includes chapters on: Identifying, collecting, analysing and using information through market research; Pinpointing the target market and deciding on mass marketing or market segmentation; Product decisions such as the product-service mix, branding, trademarks, packaging, warranties and developing new products; different approaches to pricing and issues such as discounts and credit; distribution channels and locating the business; promotion, publicity and selling; advertising through various media, including Internet advertising, e-mail marketing and SMS advertising.

Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guiness and Metro.
The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organizations and for the future.
Online Resource Center
For lecturers:
Answers to case and discussion questions
PowerPoint slides
For students:
Internet exercises
Web links
Extra case material
Flashcard glossary