What is marketing? How is value created in the marketing process? How do I develop a marketing plan? How do I conduct market research? Is the Internet the best way for me to market my product or service, or is it a complementary distribution channel? Introduction to Marketing 5e answers these and many other topical questions. This completely updated fi fth edition focuses on Consumer Behaviour, Market Segmentation, Target and Positioning, Integrated Marketing, Marketing, Internet Marketing and Services Marketing – information that is essential to any academic or professional working in the area of marketing.

Key Features

• Well-researched South African and international case studies, to illustrate theories in a practical way
• Relevant advice and current examples, ensuring you are always at the forefront of the latest marketing developments and trends
• Practical tools to achieve success in your marketing career
• A functional design which supports the learning process
• Additional resources to assist the lecturer.

Chapter 1: Introduction to marketing
Chapter 2: The marketing environment
Chapter 3: Understanding the consumer
Chapter 4: Marketing information and marketing research
Chapter 5: Segmentation, targeting and positioning
Chapter 6: Product decisions
Chapter 7: Distribution decisions
Chapter 8: Pricing decisions
Chapter 9: Marketing communication decisions
Chapter 10: Developing a marketing mix for service products
Chapter 11: Integrated marketing
Chapter 12: Marketing and the Internet

It is suitable for anyone studying marketing for the first time, whether in the formal or informal sectors.  It will also prove to be invaluable to any entrepreneur grappling with marketing issues.