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Marketing
An Introduction
MC CANT (EDITOR)
A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An Introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. This book has a strong focus on the principles of marketing, the importance and use of social media, and the integration of marketing principles with other business functions.
The second edition of Marketing: An introduction adds new dimensions to the first edition, and is up to date with the latest developments including social media and market trends, thus giving a sound and current foundation of marketing to students and business owners alike. The book was once again well researched to include the inputs from other lecturers and educational institutions in order to ensure that it remains the leading introductory marketing textbook in South Africa. The text has been structured in a logical way that is easy for students to follow, and makes use of practical examples to explain various marketing concepts. Care has been taken to ensure that the text is easy to understand, and that educators and students alike can benefit from the layout and design of the course.
The book is written in an accessible style, presented in an easy-to-understand format, which makes teaching and learning about the principles of marketing much simpler.
KEY FEATURES
• Shows how to structure the marketing mix of product, price, promotion and places to ensure success
• Uses South African examples.
ABOUT THE EDITOR
Professor MC Cant is a professor in the Department of Marketing and Retail Management, University of South Africa (Unisa).
SUITABLE FOR
• New entrants to the marketing arena, as well as those who need a good working knowledge of marketing
• Marketing practitioners
• Students studying Marketing at higher education institutions.
978 1 48510 216 8 978 1 48510 429 2 2e 2013
254 PAGES
ZAR R446.00 ZAR R416.00
JUTA MARKETING CATALOGUE | 2018/2019
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