Marketing Management 2e

Marketing Management 2e. A South African Perspective. Cant, M (Editor) van Heerden, CH (Editor) About this Publication: Marketing has never been more important than it is today. With marketers competing globally, and with the increased use of social media for marketing, more and more companies are understanding that they need to add value to their products and services and enhance and manage the customer experience. In order to meet the expectations of today’s demanding and changing consumer, marketers and students of marketing alike need to be aware of the latest trends in marketing methods and technologies and of how they can use them to attract and keep customers. Contents Include: Chapter 1: The marketing world. Chapter 2: The marketing environment. Chapter 3: Consumer behaviour. Chapter 4: Market segmentation, targeting and positioning. Chapter 5: Marketing research and information management. Chapter 6: Product decisions. Chapter 7: Branding decisions. Chapter 8: Pricing decisions. Chapter 9: Distribution management (placement) and retailing. Chapter 10: Marketing communication management. Chapter 11: Cyber marketing and digital marketing. Chapter 12: Customer value and retention. Chapter 13: People, processes and physical evidence. Chapter 14: Marketing planning, implementation and control. Chapter 15: Marketing metric. Chapter 16: International marketing. Chapter 17: Marketing in emerging and developing countries. Chapter 18: Leadership in marketing. Chapter 19: Business-to-business marketing. Key Benefits: This second edition of Marketing Management: A South African Perspective, the leading marketing textbook in southern Africa, takes a new and customer-centric view of marketing and its applications. It covers the following topics: • The marketing business environment. • Market segmentation and target marketing. • Marketing information systems and marketing research. • The four Ps: product, price, place and promotion. • The additional three Ps: people, processes and the physical environment of a business. • Planning and management of the marketing function.