Marketing Principles: How They Influence Purchase of Alcohol

ISBN-13: 9783659824739 / Angielski / Miękka / 2016 / 92 str.

Kamanga Eliam

Opis

The concepts contained in this book constitute a practical approach to the application of marketing principles to the marketing of products. This book sheds light on how marketing factors such as product, price, promotion and place can be used to promote products such as alcohol to market segments that are difficult to reach and convince such as students. Applying the theory of reasoned action to understand the factors that lead to intention to acquire products, this book also goes further to include aspects such as culture, subjective social norms and the environment where purchase of products such as alcohol are done. It provides practical recommendations that can improve the marketing of products. The book is highly recommended for academic purposes and for traders to help them apply practical approaches to the marketing of various products and services. The concepts contained in the book can be used to market different products and services worldwide.

O autorze

Eliam Kamanga is a Social and Behaviour Change Communication Expert and currently works for the Malawi National AIDS Commission. He also works at the Malawi College of Accountancy as lecturer in Business Management and Entrepreneurship. He offers lectures in Marketing Management, Entrepreneurship, New Venture Creation and Operations Management.