Description
A third edition of our very successful undergraduate text Marketing 2e. This edition retains the popular modularised approach and stimulating, easy-to-read language style from the second edition. Enhanced layout in this edition will make Marketing 3e more readable than ever.

The winning formula of making the text practical and highly relevant to the South African context through features such as Marketing in Practice and numerous Readers has also been retained, and the text as a whole is fully revised with fresh content, some of which is listed below.

Key features

• New target marketing strategies used by firms such as Nedbank and SAA.
• The controversial use of FRID (Radio Frequency Identification) for stock control purposes.
• The marketing implications of new laws such as the National Credit Act.
• Updated content for Readers and other features.
• The repositioning of existing brands, such as Archers Aqua.
• The latest LSM classifications.
• New products and brands entering the market such as: Apple's iPod, Enviga energy drink.
• An overview of the increasing competitive publishing industry with new entrants such as: Metro Newspaper, Tuis/Home magazine, Media 24's Move! Magazine.
• The mounting challenge of General Motors to Toyota's dominance of the SA motor vehicle market, Bavaria Breweries' challenge to SA Breweries, and Telkom taking on M-Net in the pay TV market.

Contents