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Consumer Behaviour 4e focuses on consumer needs, buying behaviour, and the art of customer satisfaction. It provides invaluable insight into the psychology behind consumer thinking, emotions, experiences and reasoning, as well as how choices between products/services, suppliers and product brands are made.
A unique perspective on consumer information-processing, decision-making and buying patterns is emphasised through the lens of culture, family, media and values. This perspective will inform academics in the marketing field as well as industry practitioners on how customised marketing strategies can be developed to effectively reach each consumer.
The significant impact of the growth of the millennial market segment, the use of digital technology, and access to shared experiences through social media and other online channels, is also explored.
Understanding consumers and the way they behave is crucial to the success of any business. In these times of economic uncertainty and reduced customer expenditure, ensuring that the consumer's wants and needs are met, forms part of the strategic planning of all organisations - big or small. Consumers, by means of their buying behaviour, exert influence on businesses and compel them to act in certain ways. Understanding consumer behaviour is therefore imperative, as it provides information to businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities.
Business-to-business marketing is the first B2B marketing book in South Africa written by local academics. Its content therefore includes material to which South African students of B2B marketing can relate more easily. This book is about businesses marketing their products and services to other businesses and covers concepts related to this environment. It gives valuable insights into business-to-business marketing management, as well as analysing B2B buying practices, supply chain management, the selection of business customers and the development of a B2B marketing strategy. It provides readers with an understanding of what B2B marketing is and how it differs from business-to-consumer (B2C) marketing. The book has a strong theoretical basis, while also exploring many case studies from a South African perspective.
A quick glance at the book might not reveal many changes, but a number of significant changes have in fact been made. Many chapters have been restructured to address topics that were missing from the first and second edition, whilst some small topics have been excluded to more finely focus on the key issues. The main change from the second edition is the addition of a full chapter on research ethics and attention is given to establishing its principles. Chapters relating to data analysis have been slightly revamped to make it easier for the reader to understand the key concepts. Finally, changes and updates have been made to examples, questions and case studies at the end of each chapter, to make them more relevant to current research practices.
With businesses competing globally more than ever before, and with the increased use of social media for marketing, companies are realising that they need to do more to add value to their products and services, and to enhance and manage the customer experience. In order to meet the expectations of today’s demanding and changing consumer, marketers and students of marketing alike need to be aware of the latest trends in marketing methods and technologies and how to use them to attract and keep customers.
With a user-friendly layout highlighting definitions, examples, case studies and websites, this third edition of Marketing Management: A South African Perspective gives undergraduate students a comprehensive understanding of marketing – at a practical and academic level.
Contributions from leaders in the field of marketing in South Africa and from academics at leading universities, locally and internationally, will ensure that this edition becomes as highly regarded as its predecessors.
The all-new Applied Marketing Cases is an engaging collection of case studies written by owners, entrepreneurs and corporates (from SMMEs to larger companies). They share their frustrations, successes and challenges on starting and running successful businesses. The stories are unique and inspiring to students, practitioners and would-be entrepreneurs.
Simple, relevant and practical, Applied Marketing Cases is a must-read for entrepreneurs and business students alike.
Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions also address a full range of online and offline elements you can use to create a viable personal branding strategy. You learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition summarizes many of today's best practices for marketing activities on social media platforms to assist you in functioning most effectively and dealing with the rapid change that is a hallmark of social media.
Applied strategic marketing discusses the strategic role of marketing management in modern organisations. The focus is on how managers choose and manage the markets they serve, how they handle competition and what strategies they devise in order to build brand value and customer relationships. This book guides the reader through the different phases of the strategic planning process and provides a framework for designing and implementing a marketing plan. Building on the success of the third edition's chapters customer analysis, brand and relationship building strategies and measurements of marketing strategies, the revised fourth edition also deals with contemporary issues such as globalisation, sustainability and innovation. Applied strategic marketing in anchored in the South African environment and discusses the impact of global trends. This book offers great value to students and practitioners of strategic marketing.
International marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the Southern African region. The text combines foundational international marketing theory with practical experience. International marketing is the only South African-based textbook written by a team of South African academics and practitioners.
The first of its kind in South Africa, Brand Management constitutes an invaluable tool for the growing number of academic institutions that offer this exciting subject. Making use of both local and international examples and cases, the subject is approached from a holistic, yet applied perspective. Written in an accessible style, this book assists both students and practitioners to develop the ability to manage brands from the outset to the ultimate outcome. This text is an invaluable reference work for practising professionals, written by authors who have extensive academic and professional expertise and international exposure.
This new edition of Contemporary Retail and Marketing Case Studies is a collection of 34 studies of retail and marketing operations as told by individual companies.
Small, medium and larger companies relate the challenges they have faced and how they overcame them, and share their successes and frustrations in a frank and open manner. Each case is unique in its own way and addresses issues which are pertinent and relevant to the South African retail and marketing environment.
The value of this collection is that:
This book is a must-read for scholars, students and people concerned with the retail and marketing industry.
Understanding the customer, identifying opportunities and threats in the market and integrating the elements of marketing in a suitable and winning combination are all paramount to the survival of organisations in the 21st century. Essentials of Marketing explains the fundamental aspects of marketing alike. It is a must-have resource for those responsible for keeping their organisations abreast with the latest developments in the marketing environment.
The research techniques and methods discussed are applied to researching advertising, mass-media audiences, mass-media efficiency and organisational and development contexts. The research problems or issues addressed are also relevant to other communication fields, including political, government, marketing, intercultural, health and interpersonal and small-group communication, plus information and communications technology.
This second edition elaborates on the application of additional measurement scales and of content analysis. It contains more practical examples of the application of scientific criteria and it includes additional marginal notes that facilitate the comprehension of key concepts.
Reflecting the latest trends and issues, the new Europe, Middle East & Africa Edition of Business Marketing Management: B2B delivers comprehensive, cutting-edge coverage that equips students with a solid understanding of today's dynamic B2B market. The similarities and differences between consumer and business markets are clearly highlighted and there is an additional emphasis on automated B2B practices and the impact of the Internet.
Sales management is a management function that plays an important role in any marketing and sales organisation. The profitability of the organisation depends on how successfully sales managers lead their salespeople. The sales manager is responsible for the strategic planning of the sales force that includes the management of the selling process and organising the sales activities within the sales department.
Also included in this book are two other functions that are becoming important for sales managers in performing their management tasks, namely sales promotions and sales metrics. Each chapter includes specific outcomes, case studies and discussion questions.
This textbook will be a valuable resource for sales managers who want to improve their knowledge, sales people who want to advance their careers and students studying marketing and sales.
Teaching you how to use online tools to reach your customers. In today's increasingly digital world, marketing is going online. From companies to individuals, people are seeking new and creative ways to promote their products and themselves in the virtual realm. Websites, email and social media are reaching out to customers at home, in the office or on the move, and finding ways to engage with them. The virtual world has many benefits, but not everyone is familiar enough with digital channels to use them to maximum potential. This is where e-Marketing in the South African context comes into play. This comprehensive book focuses on the critical issues associated with e-marketing in the South African context. It is written in an easy-to-read and practical fashion that will help readers grasp the relevant technologies and concepts presented in the book. And it provides a strategic perspective as well as metrics to help achieve the goal of successful e-marketing.
All organisations – from modest start-ups to multinational corporations – can benefit from an effective marketing strategy, as it serves as a roadmap for the entire business. By formulating a coherent and well-considered marketing strategy, organisations can promote their business, cater to the right types of clients and allocate their resources correctly, all while safeguarding the reputation of the organisation.
Strategic Marketing is structured around the four key questions facing organisations and top management when deciding on their strategic direction:
1. Where are we now?
In addressing these questions, the book covers topics such as:
Written with the undergraduate student in mind, Strategic Marketing offers a comprehensive view of the current developments and challenges facing the marketing world, and shows how an effective strategic basis is a valuable tool for addressing these challenges and providing strategic direction to the organisation. In this new edition two new chapters on branding and electronic marketing strategies have been included, making this an essential guide to contemporary strategic marketing.
As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.
What is marketing? How is value created in the marketing process? How do I develop a marketing plan? How do I conduct market research? Is the Internet the best way for me to market my product or service, or is it a complementary distribution channel?
Introduction to Marketing 5e answers these and many other topical questions. This completely updated fi fth edition focuses on Consumer Behaviour, Market Segmentation, Target and Positioning, Integrated Marketing, Marketing, Internet Marketing and Services Marketing – information that is essential to any academic or professional working in the area of marketing.
Introduction to Marketing Communications looks at the variety of marketing communication tools used by advertising agencies today in pursuing brand success. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results. Therefore, this introduction to IMC also considers and discusses New Technologies and opportunities provided by the World Wide Web, mobile media and social networking. With comprehensive Learning Outcomes, Key Learning Points and Self Assessment features for each chapter Introduction to Integrated Marketing Communications is an indispensable resource for marketing students and practitioners.
It is widely recognised that sales and marketing are the two business functions that contribute directly to the bottom line of any organisation.
Marketing is more than a sequence of steps or a strategic process; it is also a mindset that leads to good business philosophy. The marketing mindset focuses wholeheartedly on customers and the satisfaction of customers’ needs while aiming to influence the entire organisation to strive towards customer satisfaction. Sales, on the other hand, is that business function that ultimately closes the deal and brings the customer and the business together. Without sales, the customer would never achieve need satisfaction and the organisation would never meet its objectives. The ultimate goal of meeting the customer’s needs brings these two seemingly different fields together.
Fundamentals of Sales and Marketing serves to provide a fundamental understanding of both sales and marketing by equipping the reader with theoretical knowledge and practical examples that are applicable to a South African context.
Advances in technology and the change in customer profiles have changed advertising and sales as they have traditionally been conceived, forever. Marketers need to adapt their advertising and sales approaches in order to reach their rapidly changing market and keep up with their clients and customers. Advertising and sales promotion focuses on the main advertising media and sales approaches and the impact these have on the demands and pace of effective, persuasive communication in the current digital age.
"Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them."
Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation
“50+ metrics crackles like new money…this is the best marketing book of the year.”
Updated version of Strategy + Business “2006 Best Books in Marketing award winner”
WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING
As the old adage goes, “If you can’t measure it, you can’t manage it.” Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge.
Key Marketing Metrics gives you a portfolio, or "dashboard", of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.
This edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.”
The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.
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