Marketing for Managers: A Practical Approach: 3rd Edition

Front Cover
Juta, Limited, Oct 18, 2010 - Marketing - 258 pages
This 3rd edition introduces readers to the fundamental issues underlying marketing concepts and strategies. Building on two successful previous editions, the book adds new material that covers many of the latest developments in technology that affect marketing. There is also a new chapter on marketing strategy implementation -- critical, because in these days of well-formulated marketing strategies, failure is often the result of poor implementation. This revised, renewed and reader-friendly text: debunks the notion that marketing is an overly complicated discipline shrouded in mystery; offers readers strategic insights into marketing; shows that marketing is not as simple as merely giving customers what they want -- it also has to do with creating offerings that create customers; encourages readers to question conventional wisdom; integrates the best of marketing theory with cutting-edge practicality; includes not only the Internet and related technologies in marketing strategies, but also the latest developments related to interactive and social media; focuses on the challenges of writing viable, usable and well-considered marketing plans; provides a number of checklists for managers to use in considering and implementing marketing strategy; is conversational and non-technical; incorporates the latest thinking from research published in the worlds major marketing and management journals.

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About the author (2010)

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.

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