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Introduction to Marketing
JW STRYDOM (EDITOR)
The highly successful textbook Introduction to Marketing is in its 5th edition, spanning 16 years since it was first introduced in 1998. The book is ideal for first-time marketing students at tertiary level who are looking for an introductory textbook to explain the basics of marketing management. The book has been updated with recent examples and cases studies giving the book a fresh and contemporary feel. The introductory and Product chapters have been comprehensively updated by two new contributors to this edition.
978 1 48510 274 8 978 1 48510 492 6 5e 2014
348 PAGES
ZAR R514.00 ZAR R480.00
CONTENTS
• Introduction to marketing
• The marketing environment • Understanding the consumer • Marketing information and
marketing research
• Segmentation, targeting and
positioning
• Product decisions
KEY FEATURES
• Distribution decisions
• Pricing decisions
• Marketing communication decisions • Developing a marketing mix for
service
• Integrated marketing
• Marketing and the internet
• New introductory chapter updated to reflect on the value proposition that is the core of what marketing entails
• All chapters updated and new practical examples provided
• Brand new case studies supplied
• New multiple choice questions provided at the end of each chapter to test
student’s comprehension and knowledge.
ABOUT THE EDITOR
Johan Strydom is a professor in the Department of Business Management at the the University of South Africa (Unisa).
SUITABLE FOR
Students at first year level at tertiary institutions specialising in the field of Marketing Management as well as students from other disciplines who need to understand the basics of marketing, such as engineering and other professional-related service industries.
JUTA MARKETING CATALOGUE | 2018/2019
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