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  • Introduction to marketing - A southern African perspective 2/e
  • Cunningham N
  • ISBN: 9780627039102
  • eISBN: N/A
  • ePub ISBN: 9780627039119
  • 564 Pages | Published: 2022

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.


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.


Chapter 1 Introduction to marketing

Chapter 2 The marketing environment

Chapter 3 Analysing the competitive situation

Chapter 4 Consumer behaviour and consumer decision making

Chapter 5 Introduction to marketing research

Chapter 6 Segmentation, Targeting and Positioning

Chapter 7 Developing products

Chapter 8 Product decisions

Chapter 9 Services marketing

Chapter 10 Marketing channels

Chapter 11 Introduction to retailing

Chapter 12 Pricing decisions

Chapter 13 Promotions mix: advertising, pr and sales promotions

Chapter 14 Promotions mix: personal selling, direct marketing and sponsorship

Chapter 15 Branding decisions

Chapter 16 Digital media marketing

Chapter 17 Integrated Marketing Communication

Chapter 18 Business marketing

Chapter 19 Marketing metrics

Chapter 20 International marketing

Chapter 21 Ethical considerations


Supplementary material available for this title includes:

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  • Suggested answers to textbook questions
  • Test bank

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