Marketing /
Lamb, Charles W.
Cape Town ; Oxford : Oxford University Press Southern Africa,
c2010
Includes bibliographical references and indexes.
An overview of marketing -- Analysing the marketing environment -- Understanding consumer decision-making -- Analysing the competitive situation -- Information for marketing decision-making and marketing research -- Segmenting and targeting markets -- Positioning the firm and its products -- Product decisions -- Developing and managing products -- Marketing channels and the role of intermediaries -- Marketing communication strategy -- Implementing marketing communication mix strategies -- Pricing concepts and setting the right price -- Putting it all together: the strategic marketing plan -- Marketing in specialised markets.
Marketing
Marketing
Marketing.
Marketing