Author Description

This Introductory Level Textbook Is For Undergraduate Students Studying Towards A Bcom Or Ba Qualification In Departments Of Management, Marketing Or Business Management At Universities. It Is Also Suitable For Students Who Are Studying Towards A National Diploma In Marketing At Universities Of Technology. New To This Edition: New Chapter On Digital Marketing; Greater Focus On Product Differentiation; A Streamlined Chapter On Marketing Communications; Updated Content On The Implementation Of The Marketing Mix Given Contemporary Developments Such As The Use Of Social Media, Growing Digitisation Of Services Such As Financial Services, Mounting International Competition And Technological Developments Such As Blockchain And Artificial Intelligence; Updated Contents Which Culminate In A Chapter Focused On The Strategic Marketing Plan.