Chapter 15: Marketing 6e

Marketing 6th edition addresses key questions such as: What role does marketing play in an
organisation? What role does marketing communication play in the marketing mix? How does
social media impact marketing decision-making? Why is database marketing important?
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This title is a principles-based guide to the implementation
of marketing principles and the textbook includes current
topics such as green marketing and digital media. The book
also covers topics such as sponsorship, marketing research,
consumer behaviour, market positioning and strategic
marketing planning.
Marketing 6e is an introductory textbook for students
studying in departments of Management, Marketing or
Business Management at universities towards a BCom and
other business-related qualifications. It is also suitable for
students who are studying towards a National Diploma in
Marketing at universities of technology.
This edition includes: .. A new feature, Digital and Social Media Perspectives, that
highlights the role of technology in the marketing industry
including the emergence of blockchain technology
.. Clearly explained marketing theory with a South Af rican
focus
.. Learning objectives that are numerically listed and
matched to the relevant theory in the chapter
.. Many readers, practical examples and short case studies
to illustrate the practical relevance of marketing principles
.. Accessible writing with appropriate language level and
an easy-to-use page layout.
The following lecturer resources are available on Learning
Zone to lecturers who prescribe the text: .. PowerPoint® slides .. Teaching plan .. Case study bank
.. Question bank.