Marketing: An Introduction (Michael Cant)

Marketing: An Introduction, edited by Michael Cant, is a prominent foundational marketing text in South African higher education. The book serves as an accessible entry point for students and business entrepreneurs to grasp consumer behavior. It breaks down complex promotional strategies into manageable chunks:

• Core Concepts: Defines target segmentation, value propositions, and positioning.
• The 4 P's: Maps out real-world applications of Product, Price, Place, and Promotion within local business contexts.
• Modern Media Integration: Addresses the growing impact of social media networks and digital channel choices.

Product Details: 

• Title: Marketing: An Introduction
• Editor: Michael Cant
• Publisher: Juta Legal and Academic Publishers
• Publication Date: 2011
• ISBN-13: 9780702188565
• Format: Softcover / Paperback
• Language: English

This secondhand textbook is in great condition; it has no writing and only minimal highlights.