Marketing Management takes a fresh look at topics such as the architecture of marketing, integrated marketing communication and the identification of target markets. Core topics such as product and services, wholesaling and retailing, distribution, global marketing and pricing strategies are, of course, also dealt with. It includes all-new chapters on customer interface management, branding decisions, digital marketing communications, customer value and retention, and measuring and managing the return on marketing investment.

Marketing Management has been widely prescribed for more than 20 years. This edition – containing the most recent and relevant research – is sure to remain the market leader, particularly within the South African context.

Key Features:

• Well-researched case studies
• Numerous examples to explain marketing theory, many of which are taken from South African companies
• Extended marketing mix is discussed where relevant and not as a separate topic
• Focus on customer satisfaction as well as on accessing and using information in decision making
• Support material for adopting institutions

The product offering is the common factor that links an organisation to its customers. As the product is the focal point around which other elements of the marketing mix are planned, decisions about the product form the very centre of marketing strategy and management and therefore, in a sense, form the heart of the organisation. Product management is an interactive handbook which describes and illustrates product decisions within the South African context. Product management follows an outcomes-based approach and includes basic theoretical concepts, review questions and case studies which can be used for class discussions, self-study or assignments. Topical examples from the South African market clarify and reinforce the theoretical points considered. Contents include the following: Developing and positioning new products; individual product decisions; multiple product decisions and strategies; the product life cycle; customer service. Product management will be an invaluable reference for undergraduate students of marketing and product management at all higher education institutions in South Africa, as well as private training organisations or in-house training units.