ISBN 9780190751876
Author Lamb et al
Edition 6th

 

Marketing 6e is principles-based guide to the implementation of marketing principles and the textbook includes current topics such as green marketing and digital media. The book also covers topics such as sponsorship, marketing research, consumer behaviour, market positioning and strategic marketing planning.

Marketing 6e is a foundational textbook for students studying in departments of Management, Marketing or Business Management at universities towards a BCom and other business-related qualifications. It is also suitable for students who are studying towards a National Diploma in Marketing at universities of technology.