Synopsis
With refreshing style, this book introduces readers to the issues underlying marketing concepts and strategies. The second edition provides new material on competitive advantage, competitive strategies, customer service, product management, relationship management and new media. This incisive, up-dated, accessible text: debunks the notion that marketing is an overly complicated discipline with many mystiques; offers readers strategic insights into marketing; encourages readers to question conventional wisdom; explores fresh, innovative alternatives born of a 'how to do it' approach; integrates the best of marketing theory with cutting-edge practicality; covers the uses of new media including the Internet and the World Wide Web; focuses on the challenges of writing viable, well-considered marketing plans; is conversational and non-technical; and, examines the marketing departments of future organisations. The book is a must for undergraduate and postgraduate marketing and management students at all higher education institutions; marketing and advertising practitioners; management and marketing personnel; entrepreneurs and small-business owners; and, public relations practitioners and marketing analysts and consultants.
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About the Author
Leyland Pitt is the Dennis F Culver EMBA Alumni Chair of Business and Professor of Marketing, in the Segal Graduate School of Business, Simon Fraser University, Vancouver, Canada and Senior Research Fellow, Leeds University Business School in the UK. He has also taught on executive and MBA programmes at schools such as the Graham School of Continuing Studies (University of Chicago), Columbia University Graduate School of Business, Rotterdam School of Management, and London Business School. In South Africa, he has taught on MBA and executive programmes at the University of Cape Town, Rhodes University, UNISA's School of Business Leadership and in 2008 he was a Visiting Professor at the University of Stellenbosch. Christo Boshoff is the Head of the Department of Business Management at Stellenbosch University where he teaches Services Marketing and Marketing Research. He has also taught at the then University of Port Elizabeth and on the MBA programmes of Rhodes University (South Africa), the University of Otago (New Zealand) and Nyenrode Business School in the Netherlands.
Synopsis
An introduction to the issues underlying marketing concepts and strategies.
"About this title" may belong to another edition of this title.
