Marketing 7e guides the reader
on how to analyse the market environment, how to make informed
marketing decisions, and how to position and differentiate a product or
brand. There is a thorough discussion on the marketing mix, culminating
in creating a strategic marketing plan. The textbook includes
pedagogical features such as case studies, strategy readers, technology
boxes, key concepts sections and detailed chapter summaries. This
introductory level textbook is for undergraduate 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.
Features
- New chapter on digital marketing
- Greater focus on product differentiation
- Streamlined chapter on marketing communications and implementing
the marketing mix
- Updated table of contents which sees the textbook culminate in a
chapter focused on the strategic marketing plan
General
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