|Author||Armstrong et al|
Retaining the solid theoretical foundation of the 14th US edition of Principles of Marketing by Kotler and Armstrong, this text helps students understand the complex marketing environment in which Southern African organizations operate. A team of academics has adapted the text by integrating recent South African research, data, examples and case studies. This edition retains the practical, approachable and accessible style of the original text, which makes for an engaging and informative book. Its content coverage, while broad, is also in-depth, and skillfully integrates local and global examples.