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• Customer value and retention
• People, processes and physical
evidence
• Marketing planning, implementation
and control
• Marketing metrics
ABOUT THE EDITOR
• International marketing
• Marketing in emerging and
developing countries
• Services marketing
• Business-to-business marketing
978 1 48511 200 6 978 1 48511 548 9 3e 2015
360 PAGES
ZAR R462.00 ZAR R431.00
Prof MC Cant Professor: Department of Marketing and Retail Management, Unisa
Prof CH van Heerden Research Professor: Faculty of Management Sciences, Tshwane University of Technology
Prof M Makhitha Chair of Department: Department of Marketing and Retail Management, Unisa
KEY FEATURES
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.
Marketing Research
J WIID & C DIGGINES
Marketing Research, now in its third edition, provides a methodical introduction to the basic concepts of marketing research.
Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic. This is largely because most texts spend too little time teaching students the basic concepts before ploughing into the analysis of data and associated statistical formulas.
Marketing Research follows a simple layout that is easy to read with text that is written in understandable, plain English. It will equip undergraduate marketing students with the skills necessary to plan and conduct basic marketing research projects in an efficient and effective manner, in a business world which demands more and more information on which to base decisions.
CONTENTS
• Perspectives on marketing research
• Research Ethics
• Overview of the marketing research
process
• Problem definition and research
objectives
• Research design and proposal
• Collection of Secondary Data
• Collecting primary data: qualitative
techniques
• Collecting primary data: quantitative
techniques
• Measurement and questionnaire
design
JUTA MARKETING CATALOGUE | 2018/2019
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