ISBN-10:
0199079927
ISBN-13:
9780199079926
Pub. Date:
01/01/2016
Publisher:
Oxford University Press
ISBN-10:
0199079927
ISBN-13:
9780199079926
Pub. Date:
01/01/2016
Publisher:
Oxford University Press

Paperback

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Overview

Marketing 5e is prescribed in departments of Management, Marketing or Business Management at universities and universities of technology. It is an introductory level subject which is predominantly taught at first year level. Most universities teach Marketing over a semester.

Marketing 5th Edition covers issues like pricing, product labelling and sponsorship and includes a wealth of examples to guide students through current topics such green marketing and marketing communication.

This new edition is written in a more accessible way to assist students to grasp new concepts

Product Details

ISBN-13: 9780199079926
Publisher: Oxford University Press
Publication date: 01/01/2016
Edition description: Reprint
Pages: 512
Product dimensions: 8.30(w) x 10.80(h) x 1.30(d)

About the Author

Prof. Charles W. Lamb,Prof. Joseph F. Hair,Prof. Carl McDaniel,Prof. Christo Boshoff,Prof. Nic Terblanche

Table of Contents

Part 1: Introduction to marketing1. An overview of marketing2. Analysing the marketing environment3. Understanding consumer decision-making4. Analysing the competitive situation5. Information for marketing decision-making and marketing research6. Segmenting and targeting markets7. Positioning the firm and its productsPart 2: Implementing marketing mix strategies8. Product decisions9. Developing and managing products10. Marketing channels and the role of intermediaries11. Marketing communication strategy12. Implementing marketing communication mix strategies13. Pricing concepts and setting the right price14. Putting it all together: the strategic marketing planPart 3: Specialised marketing15. Marketing in specialised markets16. Sustainable marketing
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