Synopses & Reviews
Innovative and up-to-date marketing strategies are presented in rich detail in this new edition of a successful reference. The finer points of consumer behavior, product placement, and integrated marketing are discussed and illustrated with examples drawn from practical workplace experience. A new chapter provides information on planning, implantation, and control in a marketing campaign.
About the Author
Michael Cant is the chair of the marketing and retail department at the University of South Africa. He is the author of several books, including Consumer Behaviour, Introduction to Marketing, and Operations & Management Principles for Contact Centres.