What is marketing? Many people assume marketing is just advertising or selling products and services to people. Marketing is, however, much more complex than this. It involves foreseeing customers’ needs and satisfying those needs better than competitors do. Introduction to marketing covers the core marketing management functions that are vital to the success of any business.
Introduction to marketing addresses concepts such as consumer behaviour, marketing research, segmentation, targeting and positioning. It also focuses on contemporary marketing topics such as marketing metrics, international marketing, business-to-business (B2B) marketing versus business-to-consumer (B2C) marketing, and ethical considerations.
Ms Nicole Cunningham works as a lecturer in the Department of Marketing Management at the University of Johannesburg. She is actively involved in academic research and is currently in the process of completing her PhD in marketing.
Chapter 1 Introduction to marketing
Chapter 2 The marketing environment
Chapter 3 Analysing the competitive situation
Chapter 4 Consumer behaviour and consumer decision making
Chapter 5 Introduction to marketing research
Chapter 6 Segmentation, targeting and positioning
Chapter 7 Developing products
Chapter 8 Product decisions
Chapter 9 Services marketing
Chapter 10 Marketing channels
Chapter 11 Introduction to retailing
Chapter 12 Pricing decisions
Chapter 13 Promotions in the marketing mix
Chapter 14 Advertising, public relations and sales promotion
Chapter 15 Branding decisions
Chapter 16 Digital media marketing
Chapter 17 Integrated marketing communication
Chapter 18 Business marketing
Chapter 19 Marketing metrics
Chapter 20 International marketing
Chapter 21 Ethical considerations
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