This is the first Southern African edition of the well-known and internationally acclaimed textbook, Principles of Marketing, now in its 12th edition. Written by Professor Philip Kotler, one of the world’s leading authorities on marketing, and Professor Gary Armstrong, it is arguably the most authoritative introductory undergraduate text on marketing. Retaining the solid theoretical foundation of the US edition, this adaptation helps students understand the complex marketing environment in which Southern African companies operate. A cross-institutional team of academics from South African higher education institutions has adapted the text by integrating recent Southern African research results, data, examples and case studies. This Southern African edition retains the practical, approachable and accessible style of the original text, which makes for an engaging and informative book. Its content coverage is broad and in-depth, and it skilfully integrates both local and global examples. Key features include: • Real world case studies that profile familiar Southern African and international brands; • An extensive end-of-chapter case study; • Rich illustrative material to supplement the text; • A glossary that explains key terms; • An outcomes-based approach to learning; and • An end-of-chapter review that assists learners in assimilating new content. Lecturer resources for this edition are available to all prescribing lecturers. These include: • Powerpoint slides; and • Test item files. This eBook is a digital version of the printed book. Benefits of the ePUB format include: • The ability to view on a desktop computer, notebook or tablet; • As students adjust fonts, rotate and flip pages, content reflows to fit the device’s screen giving the user a more flexible experience; and • Students can take notes, highlight and bookmark, and access video and audio for visual learning.