The book remains one of the most popular and useful textbooks available to marketing students. Classic case studies have been maintained and updated, and new case studies replace dated ones, thereby ensuring the relevance of the fifth edition. Focusing on SA companies it provides students with real and familiar examples for the practical application of marketing theory. The fifth edition makes the connection between the case studies and the marketing concepts they illustrate even clearer through specific tags attached to each chapter. The fifth edition has a more critical approach towards the success stories, and a greater emphasis on the role of marketing theory as opposed to public relations in the success of the companies that it analyses.