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Informationen zum Autor Prof. Charles W. Lamb, Prof. Joseph F. Hair, Prof. Carl McDaniel, Prof. Christo Boshoff, Prof. Nic Terblanche Klappentext Marketing 5e is prescribed in departments of Management, Marketing or Business Management at universities and universities of technology. It is an introductory level subject which is predominantly taught at first year level. Most universities teach Marketing over a semester. Zusammenfassung Marketing 5e is prescribed in departments of Management, Marketing or Business Management at universities and universities of technology. It is an introductory level subject which is predominantly taught at first year level. Most universities teach Marketing over a semester.Marketing 5th Edition covers issues like pricing, product labelling and sponsorship and includes a wealth of examples to guide students through current topics such green marketing and marketing communication. This new edition is written in a more accessible way to assist students to grasp new concepts Inhaltsverzeichnis 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 16: Sustainable marketing
