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With businesses competing globally more than ever before, and with the increased use of social media for marketing, companies are realising that they need to do more to add value to their products and services and to enhance and manage the customer experience. In order to meet the expectations of today's demanding and changing consumer, 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. This third edition of Marketing management: A South African Perspective, the leading textbook In south Africa, takes a new and customer-centric view of marketing and applications.