The core focus of marketing is developing and delivering
need-satisfying, value-creating offerings to anorganisation’s target markets.
Guided and influenced by a constant stream of new developments and initiatives
in the marketing arena, marketing management has established itself as a
dynamic field of study. Contemporary cases in Southern African marketing is
about the integration of theory and practice, focusing specifically on consumer
insights to guide marketing strategy.
Contemporary cases in Southern African marketing is a collection of case studies designed to provide
a taste of local, regional and international marketing experiences across a
broad spectrum of industries, with special attention being given to emerging
market contexts. A handy reference grid is included that indicates which areas
of marketing the different case studies deal with. Each case study has been
carefully selected to emphasise the different critical aspects of marketing, and
includes questions that help to direct the reader’s attention towards the most
important points.
Contemporary cases in Southern African marketing is aimed at undergraduate and postgraduate students
of marketing.
LIST
OF CASES
MillerCoors:
Marketing beer the South African way
Professor
Danie Petzer (University of Pretoria) & Dr Stephen Graham Saunders (Monash
University, Australia)
Rebranding
Mediclinic Southern Africa
Associate
Professor Ilse Niemann Struweg (Monash University)
Vigo
Malt Soft Drink
Professor
Danie Petzer (University of Pretoria) & Stefanie Kühn (North-West
University - Potchefstroom)
Harvey
World Travel
Dr
Kim Viljoen (University of Fort Hare)
The
South African Police Service (SAPS)
Professor
Adele Berndt (Jönköping International Business School)
KOVL
Security Services
Dr
Willie Tafadzwa Chinyamurindi (University of Fort Hare)
Bidvest
Bank
Dr
Corne Meintjes (Durban University of Technology)
Eastern
Cape Parks and Tourism Agency
Dr
Kim Viljoen (University of Fort Hare)
Spotify
Professor
Adele Berndt (Jönköping International Business School)
The
black township consumer market in South Africa
Marlene
Bogaards (Monash University)
NetFlorist
Professor
HB Klopper (Monash University)
Disprin
Professor
HB Klopper (Monash University)
The
Standard Bank of South Africa
Professor
Madele Tait (NMMU)
Supplementary material available for this title includes:
Suggested answers to Case study questions
All source material (excluding figures and tables) has been supplied in an editable format (Microsoft Office) and you can fully customise it to your needs.
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