Summary

South African marketers need to sell themselves to each other and the world. "Introduction to Marketing" aims to show them how to do so by mixing easy reading with theoretical and practical examples. It aims to illustrate the everyday practice of successful marketing at home and abroad. The authors focus on building a vibrant, market-led future by laying the necessary foundation for anybody studying marketing at first-year level. "Introduction to Marketing" cuts offers a broad-based introduction to the nature of marketing, the marketing environment, market segmentation, market targeting and product positioning, market information and forecasting, product, distribution, marketing communication and pricing decisions, and the marketing strategy.