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
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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