Marketing management as a function of top management, the role of marketing in the development of dynamic management approaches and training in marketing management, including the following specialist fields: The role of marketing management in enterprise functioning within a dynamic environment; measuring of service quality; relationship marketing; direct marketing; market segmentation, positioning and retail marketing.

Herbst FJ: 2001. Strategic Management of Marketing Value-mix Variables. In Applied Strategic Marketing, (12), Heinemann Publishers, pp 329-355.

du Plessis PJ: 2001. Customer Management. In Applied Strategic Marketing, (4), Heinemann Publishers, pp 65-105.

du Plessis PJ: 2001. The Nature of Strategic Marketing. In Applied Strategic Marketing, (1), Heinemann Publishers, pp 1-15.