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Marketing management.

Author: P J Du Plessis; J W Strydom; C J Jooste
Publisher: Cape Town : Juta, 2012.
Edition/Format:   Print book : English : 6th ed.View all editions and formats
Database:WorldCat
Summary:

Marketing Management takes a fresh look at topics such as the nature of marketing, the marketing landscape, segmentation and buyer behaviour.

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Document Type: Book
All Authors / Contributors: P J Du Plessis; J W Strydom; C J Jooste
ISBN: 9780702178122 0702178128
OCLC Number: 780509364
Notes: Previous edition: 2006; edited by M.C. Cant [and others].
Description: xii, 676 pages : illustrations ; 25 cm
Contents: Pt. 1. Marketing sensing. Marketing architecture --
The marketing environment --
Buyer behaviour --
Identification of target markets --
Information for decision making --
pt. 2. Marketing strategies. Products and services --
Branding decisions --
Pricing decisions --
Integrated marketing communication --
Customer interface management --
Digital marketing communication --
The distribution decision --
creating value by leveraging the supply chain --
Wholesaling and retailing in South Africa --
Customer value and retention --
Global marketing --
pt. 3. Managing the marketing effort. Marketing planning and implementation --
Measuring and managing return on marketing investment.

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