Marketing 6th ed – 9780190751876

Description

Marketing 6e is a strong foundational text for first-year students studying towards a BCom and BA qualifications 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.

The book covers issues such as sponsorship, marketing research, consumer behaviour and marketing positioning. Marketing is a principles-based guide through current topics such as green marketing and marketing communications.

The title includes pedagogical features such as opening case studies, strategy readers, technology boxes, key concepts and useful summaries. New to this edition: Additional content on sustainability; Updates on digital marketing; Updates of examples, readers and case studies