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One of the most pressing problems in teaching marketing to southern African students remains the lack of a comprehensive marketing textbook for first-year students at tertiary institutions. Most existing texts are published abroad, are aimed at senior undergraduate level, and are extremely expensive. The first edition of this book was launched in 1998, with the objective of making marketing more accessible to the growing number of people involved in everyday marketing activities. This market includes first-time marketing students, budding entrepreneurs who need marketing in the ordinary running of their fledgling businesses, people aspiring to a career in marketing, and those managers who need to brush up on the underlying principles of marketing. The fifth edition of Introduction to Marketing has been reworked in response to the encouraging support we received from academics and positive feedback from our students. It is built on the knowledge and know-how of the corps of experienced lecturers in marketing management at the University of South Africa (UNISA), supplemented by authors from other tertiary institutions, such as the University of Johannesburg and The Institute of Marketing Management (IMM). Some fresh conceptual knowledge has been provided by Professor Chris Jooste, previously at the University of Johannesburg. We also welcome one new author from the Cape Peninsula University of Technology, Mr Jerome Killey. This edition comprises 12 chapters of which one has been completely rewritten to reflect the most recent changes in marketing thought at the introductory level. The other chapters have been extensively updated. The new chapter is: ■■ Product decisions (chapter 6), which has been completely rewritten to reflect the most current thoughts on product and services marketing. In order to facilitate the learning process we continued with the mini-case studies at the end of each chapter. I encourage readers to send their constructive comments and suggestions for possible incorporation in future editions.