Introduction to Marketing
3rd Edition
Published on 24. September 2004
Book
Paperback/Softback
330 pages
978-0-7021-6511-5 (ISBN)
Description
What is marketing? What is a marketing forecast? How do I conduct market research? Will the Internet help me to market my product? Introduction to marketing answers these questions plus many more. Written with the South African marketer in mind, and for those studying marketing for the first time, the text begins by explaining the basic principles of marketing. It then expands on the basics to explain why, for instance, the customer is so important in today's market, and why it is necessary to build good relationships; how to plan a marketing strategy; how to decide on a pricing policy; the importance of communication and other essential information.
More details
Edition
3rd Revised edition
Language
English
Place of publication
Kenwyn
South Africa
Publishing group
Juta & Company Ltd
Edition type
Revised edition
Dimensions
Height: 245 mm
Width: 168 mm
ISBN-13
978-0-7021-6511-5 (9780702165115)
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Schweitzer Classification
Content
The nature of marketing; The modern marketing environment of business; consumer behaviour; segmenting the consumer market; market information and marketing research; product decisions; distribution decisions; promotion decisions; pricing decisions; integrated marketing; the planning, implementation and control of the marketing strategy; marketing and the Internet; service marketing and client service.