A new locally produced university textbook is helping SA students learn about the intricacies of the local marketing landscape, something expensive foreign textbooks are normally not able to do. Marketing to South African Consumers has already been downloaded 14,000 times since its launch in February. The book, published by the UCT Liberty Institute of Marketing, forms part of an initiative to help relieve financial pressure on students by alleviating the cost of buying textbooks.Aimed at learners at tertiary institutions, the book focuses on key marketing concepts but with a distinctly local focus. The book was born out of a partnership between UCT and Liberty, which is based on building SA marketing capability and knowledge.
