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

What makes a shopper buy one brand of frozen food in preference to another? Does the race or cultural background of the shopper make any difference to the choice? What role does price pay in purchasing decisions? These are just some of the many difficult questions discussed - and answered - in the third edition of this classic on southern African consumer marketing. The authors explain the short but dynamic evolution of consumer behaviour, and propel the reader to a detailed analysis of demographic data key to South Africans buying decisions, and an in-depth look at the effect of diversity on customer choice. For students or practitioners of marketing, advertising or marketing communications, the third edition of Buyer Behaviour offers not only a thorough theoretical grounding in the subject but also practical, up-to-date information essential to making informed decisions about marketing strategy in a multi-cultural environment.