A South African Perspective
With businesses competing globally more than ever before, and with the increased use of social media for marketing, companies are realising that they need to do more to add value to their products and services, and to enhance and manage the customer experience. In order to meet the expectations of today’s demanding and changing consumer, marketers and students of marketing alike need to be aware of the latest trends in marketing methods and technologies and how to use them to attract and keep customers.
Chapter 1: The marketing worldChapter 2: The marketing environmentChapter 3: Consumer behaviourChapter 4: Market segmentation targeting and positioningChapter 5: Marketing research and information managementChapter 6: Product decisionsChapter 7: Branding decisionsChapter 8: Pricing decisionsChapter 9: Distribution management decisionsChapter 10: Marketing communication managementChapter 11: Cyber marketing and digital marketingChapter 12: Customer value and retentionChapter 13: People, processes and physical evidenceChapter 14: Marketing planning, implementation and controlChapter 15: Marketing metricsChapter 16: International marketingChapter 17: Marketing in emerging and developing countriesChapter 18: Services marketingChapter 19: Business-to-business marketing
With a user-friendly layout highlighting definitions, examples, case studies and websites, this third edition of Marketing Management: A South African Perspective gives undergraduate students a comprehensive understanding of marketing – at a practical and academic level. Contributions from leaders in the field of marketing in South Africa and from academics at leading universities, locally and internationally, will ensure that this edition becomes as highly regarded as its predecessors.
This third edition of Marketing Management: A South African Perspective, the leading marketing textbook in southern Africa, takes a new and customer-centric view of marketing and its applications. It covers the following topics:⦁ The marketing business environment⦁ Consumer behaviour⦁ Market segmentation and target marketing⦁ Marketing information systems and marketing research⦁ The four Ps: product, price, place and promotion⦁ The additional three Ps: people, processes and the physical environment of a business⦁ Planning and management of the marketing function⦁ Customer value and retention⦁ Leadership in marketing⦁ International marketing⦁ Marketing metrics and their effect on ROI⦁ Marketing in developing countries