Summary

Marketers must be fully equipped to meet the challenges of the information- and technology-driven marketplace in South Africa. Marketing 2e helps students to turn information into useful knowledge, to obtain the competitive advantage and to be successful in the marketplace. The South African examples and comment in an international setting create local and global perspective. The text works at a small business entrepreneurial level and provides appropriate material for work in small teams. It also examines marketing from a global perspective. The organisation of the text is OBE and modularised, thus it has a fully integrated learning system. The expanded strategy component and a balance of theory and practice makes the text suitable for universities and universities of technology. FeaturesRetains the strength of the first edition, in which a key US text was thoroughly reworked for SA application by leading thinkers in Marketing in SA, to include relevant SA case studies, examples and ethical situations;Feedback from prescribing lecturers on first edition taken into account in production of new edition. For example, chapter 1 rewritten to explain introductory concepts better;Addresses interesting developments in the marketing field such as business-to-business marketing, Internet marketing, and retailing