Taking a practical approach that incorporates lots of examples, this work deals with recent developments in the field of marketing, including: retail development, especially in the informal sector and spaza-type stores; franchise opportunities; international marketing opportunities; innovation in product development, packaging and advertising; overcoming the marketing problems of SMEs (small and medium- sized enterprises); methods of creating differential advantages for market offerings; methods of identifying and serving niche markets; techniques to be used in marketing warfare; the need to provide quality service; and effective communication in direct marketing.
Publisher: Juta Academic
Dimensions: 245 x 170 mm
Edition: 3rd edition
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