Marketing Principles: How They Influence Purchase of Alcohol - Kamanga, Eliam
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Eliam Kamanga ist Experte für soziale und verhaltensbezogene Kommunikation und arbeitet derzeit für die Nationale AIDS-Kommission von Malawi. Er ist außerdem als Dozent für Unternehmensführung und Unternehmertum am Malawi College of Accountancy tätig. Er hält Vorlesungen in den Bereichen Marketing-Management, Unternehmertum, Gründung neuer Unternehmen und Betriebswirtschaft.