Author Description

This is the 4th edition of a highly successful book specifically designed for the South African marketing context. It uses real-life case studies of successful South African companies to increase the reader's understanding of marketing. Theoretical marketing concepts are presented in a practical way which enables students to contextualise specific marketing challenges and problems in the South African business environment. This new edition focuses on all fields of marketing cybermarketing, branding, positioning and retailing. Perspectives from various levels of business, marketing and retailing are provided. Two thirds of the case-studies are new while those from the previous edition have been completely updated. The text is jargon free and accessible for all South African students.