Introduction to Marketing

Portada
Juta and Company Ltd, 2005 - 330 páginas
With a full explanation on the basic principles of marketing, this guidebook helps readers answer such questions as What is marketing? What is a marketing forecast? and What is the best way to conduct market research? Written by professionals for students and entrepreneurs, this text also features international case studies, numerous up-to-date examples of the latest developments and trends in marketing, and tried and tested information that helps students learn.
 

Contenido

The place of the marketing function in the business
6
Relationship marketing
13
The modern marketing environment of business
19
The variables in the macroenvironment
28
The history of Butterfield
35
Perception
43
Lifestyle
51
Social class
54
Personal selling
150
Direct marketing
156
Summary
162
Identifying pricing objectives
169
Set list or quoted price
177
The marketing environment
185
Obtaining and using marketing information
187
Adaptation of the traditional marketing mix
195

Segmenting the consumer market
60
Product positioning
77
Market research
86
Summary
103
Product decisions
105
Branding packaging and labelling
111
Summary
117
Distribution and its interaction with the other marketing instruments
123
Franchising
129
Promotion decisions
135
The planning implementation and control of
201
Marketing control
219
The marketing audit
228
Marketing and the Internet
236
Summary
264
Classification of services
270
Client service
291
Service recovery strategy
301
References
316
Derechos de autor

Términos y frases comunes

Acerca del autor (2005)

Johan Strydom lectures at the University of South Africa. Johan Strydom lecturers at the University of South Africa.

Información bibliográfica