Principles of Marketing 2e

Principles of Marketing 2e Editor: C Boshoff Authors: D Human-van Eck, D Maduku, C Meintjes and J Nel Principles of Marketing 2e is a streamlined textbook which covers the basic concepts of marketing in a practical manner. Students are encouraged to develop... More

Principles of Marketing 2e Editor: C Boshoff Authors: D Human-van Eck, D Maduku, C Meintjes and J Nel Principles of Marketing 2e is a streamlined textbook which covers the basic concepts of marketing in a practical manner. Students are encouraged to develop real marketing skills with the aid of useful tools in the textbook and online. The new edition will expand on the South African focus with local examples and case studies. There is also additional information on the South African consumer, ethical practices in marketing, and an emphasis on communicating customer value. Table of contents Chapter 1: Basic overview of marketing • Chapter 2: Marketing environment • Chapter 3: Consumer decision-making process • Chapter 4: Competition • Chapter 5: Research • Chapter 6: Segmentation, targeting and positioning • Chapter 7: Product management • Chapter 8: Managing distribution channels • Chapter 9: Marketing communications strategy • Chapter 10: Media and media planning • Chapter 11: Pricing Less