The textbook is aimed at UCT’s first-year marketing students and will be their primary textbook this year. There are 21 chapters, written by 22 authors, including academics, practitioners and students, and the book has been peer reviewed by 23 industry experts.
Being open access and digital (in multiple formats, including PDF, HTML and audio) it is perfect for times such as these. South African families in general have taken a big financial hit this past year and not everyone has the means or access to get books at textbook stores.
They also have a dream to use this publication as a springboard to empower academics and businesspeople in neighbouring African countries to write about marketing in their own context.
UCT’s School of Management Studies has launched an open source textbook that introduces first-years to marketing but with a lens on the local marketplace.