Author Description

Marketing 7e guides the reader on how to analyse the market environment, how to make informed marketing decisions, and how to position and differentiate a product or brand. There is a thorough discussion on the marketing mix, culminating in creating a strategic marketing plan. The textbook includes pedagogical features such as case studies, strategy readers, technology boxes, key concepts sections and detailed chapter summaries. 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 a national diploma in marketing at universities of technology.