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  • Introduction to Marketing - A southern African perspective
  • Cunningham N
  • ISBN: 9780627035999
  • eISBN: N/A
  • ePub ISBN: 9780627036002
  • 552 Pages | Published: 2018

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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