Description
The marketing world is continuously changing and this Introduction to Marketing Management textbook addresses these changes by discussing core concepts such as consumer behaviour, marketing research, segmentation, targeting and positioning, and many more. In addition, the book focuses on some contemporary marketing topics such as marketing metrics, international marketing, business to business (B2B) marketing vs. business to consumer (B2C) marketing and ethical considerations. These topics are fundamental to any marketing professional or academic.
Product Information
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ISBN13 (SKU)
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9780627035999
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Title
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Introduction to Marketing 1
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Author
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N Cunningham
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Edition
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1st
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Publisher
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Van Schaik Publishers
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Publication Date
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2018
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Country of Publication
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South Africa
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Format Type
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Physical
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Number of Pages
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552
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