What is the role off marketing in the business? How is value created in the marketing process? How can I develop a marketing plan? How do I conduct market research? Is the internet the best way to help me market my product or service, or are a multichannel approach the best solution as a distribution channel option? This completely updated sixth edition of Introduction to marketing that started out in 1998 comprises twelve chapters that focuses on recent developments in the South African marketing environment. The business setting has changed drastically in the Post-Covid-19 environment. These changes are reflected in all the chapters of the textbook.  Of special interest are the new chapters that were introduced on sustainability, social responsibility and ethical decision-making in marketing, developing the marketing plan and how marketing is dealing with changes brought by Industry 4.0.

1 Introduction to Marketing
2 Strategic Marketing
3 Understanding the consumer
4 Managing marketing information and marketing research
5 Segmentation, targeting and positioning
6 Product decisions
7 Marketing channel decisions
8 Pricing decisions
9 Communicating value through marketing communications
10 Developing a marketing mix for B2B and service organisations
11 Sustainability, social responsibility and ethics' role in marketing
12 The marketing plan
13 Marketing in the 4th Industrial Revolution

It is suitable for anyone studying marketing for the first time, whether in the formal or informal sectors.  It will also prove to be invaluable to any entrepreneur grappling with marketing issues.