Introduction to Marketing 6e - J Straydom

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.