What is marketing? What is a marketing forecast? How do I conduct market research? Will the Internet help me to market my product? Introduction to Marketing answers these questions plus many more.Written with the South African marketer in mind, and for those studying marketing for the first time, the text begins by explaining the basic principles of marketing. It then expands on the basics to explain why, for instance, the customer is so important in today’s market, and why it is necessary to build good relationships; how to plan a marketing strategy; how to decide on a pricing policy; the importance of communication and other essential information.
This completely updated fourth edition comprises twelve chapters on Consumer Behaviour, Integrated Marketing, Marketing and the Internet, Targeting and Positioning and Services Marketing – information you cannot afford to be without.
Special features include:
Well-researched South African and international case studies, to illustrate how the theory can be put into practice
Up-to-date examples and advice, to ensure you know the latest developments and trends, thereby giving you the tools to succeed
Tried-and-tested information and format, to simplify the learning process
An educator’s manual to assist the lecturer
Written by professionals from two of the largest tertiary institutions in South Africa, Introduction to Marketing is suitable for anyone studying marketing for the first time, whether in the formal or informal sectors. It will also prove to be invaluable to any entrepreneur grappling with marketing issues.
