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Oxford University Press Southern Africa
Oxford University Press Southern Africa
Marketing 4e - Instructions for Ancillaries for Marketing 4e by Lamb
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Marketing 4e - Instructor's Manual
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Marketing 4e - Additional Readers Part 1
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Marketing 4e - PowerPoint Slides
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Marketing 4e - Test Bank
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Marketing 4e - List and Links to video clips
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Marketing 4e - Satellite Chapter on Internet Marketing
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Marketing 4e - Marketing Company and Brand Index
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Marketing 4e - Additional caselets
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Marketing 4e - Glossary of English/Afrikaans marketing terms
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Marketing 4e - Afrikaans PowerPoint Slides
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Marketing 4e
C. Lamb, J. Hair, C. McDaniel, C. Boshoff, N. Terblanche

Description
Marketing continues to be a principles-based, relevant introduction to the subject for undergraduate students in South Africa. The fourth edition of this title covers issues like pricing, product labelling and sponsorship, as well as a wealth of examples to guide students through new topics such as green marketing and marketing communication.

Key features

  • Case studies and readers from real-world scenarios that bring the theory to life
  • End-of-chapter questions to test students on the content covered in each chapter
  • Comprehensive lecturers resources for lecturers who prescribe this title will assist with lesson planning.
  • New examples and insights on current issues such as social networking
  • Sections on new legislature such as the implementation of the National Credit Act No. 34 of 2005.
  • A revised chapter on understanding competition in marketing

Contents

Part 1: Introduction to Marketing
1. An overview of marketing
2. Analysing the marketing environment
3. Understanding consumer decision-making
4. Analysing the competitive situation
5. Information for marketing decision-making and marketing research
6. Segmenting and targeting markets
7. Positioning the firm and its products
Part 2: Implementing marketing mix strategies
8. Product decisions
9. Developing and managing products
10. Marketing channels and the role of intermediaries
11. Marketing communication strategy
12. Implementing marketing communication mix strategies
13. Pricing concepts and setting the right price
14. Putting it all together: The strategic marketing plan
Part 3: Specialised marketing
15. marketing in specialised markets

Go to the online catalogue