What is marketing? How is value created in the marketing process? How can I develop a marketing plan? How do I conduct market research? Is the Internet the best way to help me to market my product or service, or is it a complementary distribution channel? Introduction to Marketing answers these questions and many more.
This completely updated fourth edition comprises twelve chapters that focuses inter alia on Consumer Behavior, Market Segmentation, Targeting and Positioning, Integrated Marketing, Internet marketing and Service Marketing — information you cannot afford to be without. Special features and benefits include: Well-researched South African and international case studies with questions to illustrate how the theory can be put into practice; Up-to-date examples and advice to ensure you keep abreast of the latest developments and trends, thereby giving you the tools to succeed in the work situation; Tried-and-tested information and easy-to-use format to simplify the learning process; An educator’s manual to assist the lecturer.
Written by professionals from two of the largest tertiary institutions in South Africa this fourth edition, has been refined through valuable feedback received from academics and practitioners alike. It is suitable for anyone studying marketing for the first time, whether in the formal or informal sectors. It will also prove to be invaluable to any entrepreneur grappling with marketing issues.