Introduction to Marketing: a southern African perspective

by Nicole Cunningham (editor), Marlene Bogaards, Angela Bruwer

There are a number of misconceptions about marketing. Many assume that it focuses on simply communicating the product or service the organisation offers through activities like advertising. Marketing is far more complex than this. It is a vital activity for the success of any
organisation. How do consumers become aware of products and services? How do they know which product or service is right for them? How do organisations know which products and services their consumers would like to buy? The answer is through the organisation·s marketing efforts. This means that if the marketing activity is not included at the beginning of the process. the organisation may end up developing a product or service and communicating about it in a way that does not resonate with its target audience. This will have a serious impact on the organisation·s success.

The marketing world is continuously changing and Introduction to marketing addresses these changes by discussing core concepts like understanding the environment that the organisation operates in, analysing their competition, understanding how consumers make decisions, conducting marketing research, applying segmentation, targeting and positioning, the process of developing and making decisions around products, managing services, marketing channels, retailing, pricing, promotions, branding, integrating communication efforts, business-to-business marketing, marketing metrics, international marketing and ethical considerations. These topics are fundamental to any marketing professional or academic. The second edition of this textbook provides updated discussions, examples and scenarios that marketers are currently facing.


Author(s) name(s):
Ms Marlene Bogaards
Ms Angela Bruwer
Ms Monique du Bruyn
Dr Willy Engelbrecht
Ms Yu-Ting Hung-Joubert
Dr Stefanie Kühn
Prof. Re-An Müller
Dr Isolde Lubbe
Ms Nontuthuzelo Mashaba
Mr Njabulo Mkhize
Dr Thabang Mofokeng
Ms Carly Smith
Ms Catherine Sephapo
Dr Beate Stiehler-Mulder
Mrs Safura Kallier-Tar

534 pages, Paperback

Published January 1, 2022

About the author

Dr Nicole Cunningham is a Senior Lecturer in the Department of Marketing Management at the University of Johannesburg. She has lectured to a range of undergraduate, postgraduate and corporate students, her passion being with first-year students. She is actively involved in academic research and supervision and completed her PhD at the Gordon Institute of Business Science (GIBS) in 2019.