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  • Marketing in South Africa - Consumer landscape: concepts and cases 4/e
  • Simpson J, Lappeman J
  • ISBN: 9780627031373
  • eISBN: N/A
  • ePub ISBN: 9780627036194
  • 304 Pages | Published: 2017

South Africa, its economy and its consumers are different in many ways. Feedback from both the academic world and the marketplace points to the fact that marketing strategies cannot simply be transposed from one country to the next. Accepted approaches to marketing in developed and other developing countries often do not achieve the same success here. Marketing in South Africa provides a window into the South African consumer landscape, approaching marketing concepts in a distinctly South African way.


For the first time, Marketing in South Africa gives specific details of the UCT Unilever Institute of Strategic Marketing’s consumer segmentation model. This feature is supported by almost 30 top academic and marketing practitioners who give a unique and innovative look at some of South Africa’s most challenging marketing issues. In addition, over 20 case studies, many of which emanate from the UCT Unilever Institute’s ongoing research over the last 17 years, allow students and practitioners to appreciate how best to apply principles to this diverse market. The book includes links to video clips from the UCT Unilever Institute as well as other advertisements and YouTube clips.


Marketing in South Africa can be used by undergraduate students, postgraduate students and practitioners in the arenas of strategic marketing, consumer behaviour, marketing communications, salesmanship and market research.

Part 1 Overview of the South African consumer landscape

An overview of the South African consumer market


The missing and disillusioned middle

Black Middle Class

Top End


Part 2 Concepts

Brand building: contextualising South Africa

Route-to-market: the consumer goods evolution

The township economy: hidden billions

Innovation: getting back to the root of marketing

Research: from facts to insights at the UCT Unilever Institute of Strategic Marketing

Strategic marketing: it should not be allowed to take a back seat

Target marketing: back to the future

Sustainability: giving brands purpose

Communication: authenticity is more powerful than advertising

Business to business: success in the peanut butter economy

Digital marketing strategies: the case of banking

Online reputation management: listening in

Going abroad: marketing beyond South African borders

Creativity: is it an effective business tool?

Experiences matter – even in a digital world

Health: engaged and vital

Tourism: big business in South Africa

Education: South Africa’s great aspiration


Part 3 Case studies


Supplementary material available for this title includes:

• PowerPoint presentations for all chapters (The slides provided have been developed to assist you with lectures)

• Jpegs of all figures and tables

• All videos references in the title in a reduced file size

• Answers to the questions for the Case Studies or an overview of the Case Study

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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LSM Manual

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