Marketing Management

Front Cover
Juta and Company Ltd, 2009 - Business & Economics - 614 pages
4 Reviews
Focusing on the environment, market research, buyer behavior, cyber marketing, and positioning, this newly revised edition based primarily on South African companies provides a comprehensive overview of marketing theory.
 

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Cyber marketing page 482

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Marketing Management

Contents

The Field of Marketing
1
The Marketing Landscape
32
Buyer Behaviour
62
Market Segmentation Targeting and Positioning
101
Information for Marketing Management
148
Product Decisions
191
Building Measuring and Managing Brand Equity
256
Valuecreation in Services Marketing
281
Retailing
362
The Distribution Decision Creating Value by Leveraging
394
Integrated Marketing Communication
436
Cybermarketing
484
International Marketing
513
Marketing Planning Implementation and Control
544
Index
603
Copyright

Pricing Decisions
321

Common terms and phrases

About the author (2009)

M. C. Cant is head of the marketing and retail-management department in the School of Management Sciences at the University of South Africa and the coeditor of The International Retail and Marketing Review. J. W. Strydom is a professor in the department of business management in the School of Management Sciences at the University of South Africa. C. J. Jooste is head of the marketing department at the University of Johannesburg. P. J. Plessis is head of marketing management at the University of Pretoria.

Bibliographic information