Marketing Management: A South African Perspective

The business world has undergone major upheavals since 2020, when the world started to experience a completely different business environment. Businesses had to adapt their operations in a drastic and profound manner simply to survive. With the world literally shutting down, the way in which business had previously been done came to an end. As the saying goes, the only constant in the business environment is change. The pandemic that hit the world in 2020 has led to massive changes in the business environment. All businesses had to adapt their ways of doing business. This led to many innovations, with businesses being forced to be proactive and innovative in their approach. In many respects, businesses have adapted to the challenges posed by the environment and, even though some businesses did not survive, many have excelled and grown in these turbulent times. These changes have forced businesses to build relationships with their customers and to improve loyalty. The focus in the short term will be on the customer experience, customer retention and customer loyalty, as businesses work hard to survive over the next few years. In order to meet the expectations of todayÕs demanding and unpredictable consumers, marketers and students of marketing alike need to be aware of the latest trends in marketing methods and technologies and how to use them to attract and keep customers. The fifth edition of Marketing Management: A South African Perspective, the leading marketing textbook in Southern Africa, adopts a new perspective on the business environment and the way in which businesses can deal with changes in that environment.