Marketing is multifaceted...
This academic book consolidates key marketing areas into a single cohesive text.
Marketing Management Integrative Perspectives book
What's inside the book:
Chapter 1: Introduction
Chapter 2: Fundamentals of Digital Marketing
Chapter 3: Integrated Marketing Communications: A Holistic Approach to Brand Messaging
Chapter 4: Consumer Behaviour
Chapter 5: Strategic Marketing: Segmentation, Targeting and Positioning
Chapter 6: Fundamentals of Strategic Brand Management
Chapter 7: Marketing Research
Chapter 8: Sales Management
Chapter 9: Services Marketing
Chapter 10: Retail Marketing for SMEs
Chapter 11: Township Tourism Marketing
Chapter 12: Global Marketing
Multilingual glossary of marketing terms and concepts
Description
Marketing Management Integrated Perspectives is an academic textbook for undergraduate and postgraduate marketing students, scholars and practitioners.
The book integrates key areas of the discipline, including digital marketing, consumer behaviour, brand management, services, retail and township marketing and global perspectives, into a consolidated text, combining conceptual depth with practical case studies from South Africa and beyond.
About the editors
Dr Kuhle Zwakala is a senior lecturer at Stellenbosch University, Faculty of Economic and Management Sciences, Department of Business Management. He holds a Doctor of Commerce in Marketing, specialising in strategic marketing and strategic brand management with a niche focus on brand identity, brand image, brand positioning, and corporate reputation. He has been lecturing for ten years, and his research has been published in local and international journals such as the Journal of Contemporary Management and the Journal of Business-to-Business Marketing. Prior to his academic career, he worked in various industries, including logistics, FMCG, and financial services. He is a co-author of a brand textbook titled Services Brand Management: Building Services Brand Equity.
Dr Pieter Steenkamp is an award-winning senior lecturer in the Marketing Department of the Faculty of Business and Management Sciences at Cape Peninsula University of Technology. He obtained his PhD from Stellenbosch University, specialising in strategic brand management. His research, which focuses on strategic brand management, has been published in major scientific journals, including the Journal of Brand Management and the Journal of Business-to-Business Marketing. Pieter has over 20 years of experience in branding and marketing and teaches at undergraduate and postgraduate levels. He is a co-author of the Services Brand Management: Building Services Brand Equity textbook and co-developer of the ServBrand framework, Brand Integrity Measure (BIM), underdog brand management framework and brand for success process. His innovative educational pedagogies have resulted in multiple awards, including Faculty Distinguished Teacher Award and Institution Teaching Excellence Award.
Dr Rodney Graeme Duffett is a full professor and NRF-rated researcher (C2) in the Marketing Department in the Faculty of the Business and Management Sciences at Cape Peninsula University of Technology. He holds a DTech in Marketing, which focuses on social media as a marketing communication channel among the Generation Y cohort. His main research niche area is integrated marketing communications, particularly any topics related to digital, mobile, AI, and social media marketing communication. His work has been published in international journals such as Internet Research, Young Consumers, and Electronic Commerce Research. Rodney has been teaching marketing communication-related courses at the undergraduate and postgraduate levels for over 25 years. He has authored and co-authored articles in 55 DHET-accredited journals, peer-reviewed 420+ papers for 90+ local and international journals and serves as an article editor for SageOpen and The Journal of Social Media.
© The Brand Doctor (Pty) Ltd.
Director: Dr Pieter Steenkamp | All Rights Reserved
https://www.brandforsuccess.com
pieter@brandforsuccess.com
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