With businesses competing globally more than ever before, and with the increased use of social media for marketing, companies are realising that they need to do more to add value to their products and services, and to enhance and manage the customer experience. In order to meet the expectations of today’s demanding and changing consumer, marketers and students of marketing alike need to be aware of the latest trends in marketing methods and technologies and how to use them to attract and keep customers.

With a user-friendly layout highlighting definitions, examples, case studies and websites, this fourth edition of Marketing Management: A South African Perspective gives undergraduate students a comprehensive understanding of marketing — at a practical and academic level. Contributions from leaders in the field of marketing in South Africa and from academics at leading universities, locally and internationally, will ensure that this edition becomes as highly regarded as its predecessors.

Support material

• PowerPoint presentation, customised
• Case studies in MS Word
• Multiple choice questions (MCQs)
• Discussion questions

Key Features/ benefits

• Learning outcomes
• Introductions
• Definitions
• Notes
• Case studies
• Extended examples
• Weblinks
• Summaries
• Questions

New editions only: Main updates

• New case studies
• Updated chapters to reflect the current trends and influences on the marketing environment