Introduction to Marketing

Sampul Depan
Juta and Company Ltd, 2005 - 330 halaman
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.
 

Halaman terpilih

Isi

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
Hak Cipta

Istilah dan frasa umum

action activities advertising analysis areas behaviour benefits brand called campaign changes channel chapter client communication competitive competitors consider consumer cost create decision Definition deliver determine direct discussed distribution effect elements employees ensure environment example expectations factors Figure groups identify important increase individual industry influence internal Internet involved look manufacturer market segmentation marketing Marketing management marketing mix means measured methods motives namely needs objectives offering opportunities organisation performance person physical position problems product or service profit promotion purchase questions receive refers relations relationship response result retailers sampling satisfaction segmentation selection selling service product service provider situation Source South Africa specific standards strategy success target market tion types usually wants

Tentang pengarang (2005)

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

Informasi bibliografi

QR code for Introduction to Marketing
JudulIntroduction to Marketing
PengarangJohan Botha, Cornelius Bothma, Annekie Brink
EditorJohan Strydom
Edisiberilustrasi
PenerbitJuta and Company Ltd, 2005
ISBN0702165115, 9780702165115
Tebal330 halaman
  
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