Marketing by Charles W. LambMarketing by Charles W. Lamb


EditorCharles W. Lamb, Joseph F. Hair, Carl Mcdaniel

Paperback | January 14, 2011

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This fourth edition of Marketing continues to be a trusted reference for students and practitioners of marketing in South Africa. The new design enhances the accessibility of the text, and examples have been updated and replaced throughout the book.
Christo Boshoff and Nic Terblanche are both Professors of Business Management at the University of Stellenbosch.
Title:MarketingFormat:PaperbackDimensions:480 pages, 9.45 × 6.61 × 0 inPublished:January 14, 2011Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195993136

ISBN - 13:9780195993134


Table of Contents

Part 1: Introduction to Marketing1. An Overview Of Marketing2. Analysing The Marketing Environment3. Understanding Consumer Decision-Making4. Assessing The Competitive Situation5. Information For Marketing Decision-Making And Marketing Research6. Segmenting And Targeting Markets7. Positioning The Firm And Its ProductsPart 2: Implementing Marketing Mix Strategies8. Product Decisions9. Developing And Managing Products10. Marketing Channels And The Role Of Intermediaries11. Marketing Communication12. The Strategic Marketing PlanPart 3: Specialised Marketing13. Marketing In Specialised Markets