Marketing to South African Consumers


Marketing to South African Consumers provides core introductory marketing theory underpinned by a contemporary and localised South African perspective. South Africa has a unique hybrid economy with strong formal and informal economies co-existing in a deeply unequal society. This textbook maintains a classic view of marketing theory, but is written with a focus on consumer behaviour. It provides a unique contribution to the marketing textbook landscape, in that it is written by marketing academics, professionals and students, and is focused on making local context a central reference rather than a peripheral addition. The textbook is relevant to any marketer or business owner who would like to gain more understanding of marketing in general and South African consumers in particular.

Abstract views: 4796 [Downloads in brackets]


  • Full Textbook
    James Lappeman, Paul Egan , Gillian Rightford , Thabang Ramogase
  • Preliminary Pages
  • Part 1
    Marketing and Marketing Strategy
  • Chapter 1: What is Consumer Marketing?
    James Lappeman, Vimbai Malandu
  • Chapter 2: The Role of Marketing in Delivering Corporate Strategy
    Martin Neethling
  • Chapter 3: Sustainability in Consumer Marketing
    Titi Kabi
  • Chapter 4: The Marketer's Micro-Environment
    James Lappeman, Shriya Bramdaw, Kaylee Hewitt
  • Part 2: The South African Consumer's World
  • Chapter 5: The South African Consumer Landscape
    Paul Egan
  • Chapter 6: The South African Retail Landscape
    Maryla Masojada
  • Chapter 7: The South African Media Landscape
    Gordon Muller
  • Chapter 8: The South African Macro-Environment
    Megan Swartz
  • Part 3: Consumer Behaviour
  • Chapter 9: Drivers of Consumer Behaviour
    Gillian Rightford
  • Chapter 10: Consumer Decision-Making
    Ana Carrapichano
  • Part 4: Consumer Marketing Strategy
  • Chapter 11: Market Segmentation and Targeting
    Ana Carrapichano
  • Chapter 12: Positioning and Branding
    Gillian Rightford
  • Part 5: Consumer Marketing Tactics (Strategy Implementation)
  • Chapter 13: Product Tactics
    Gift Phala
  • Chapter 14: Pricing Tactics
    Nevo Hadas
  • Chapter 15: Place (Distribution) Tactics
    Maryla Masojada
  • Chapter 16: Promotion Tactics (Integrated Marketing Communications)
    Gillian Rightford
  • Part 6: Marketing Intelligence (Feedback Loop)
  • Chapter 17: Market Metrics: The Strategy Feedback Loop
    James Lappeman
  • Chapter 18: Market Research and Consumer Insights
    James Lappeman, Paul Egan
  • Part 7: Tools for Achieving Competitive Advantage
  • Chapter 19: Vital Skills for Modern Day Consumer Marketers
    Steve Bird , Zizwe Vundla
  • Chapter 20: Digital Marketing Techniques
    Raeesah Chohan
  • Chapter 21: Constructing a Basic Marketing Plan
    Thabo K. Makgolo


Download data is not yet available.
Cover for Marketing to South African Consumers
January 1, 2021

Details about this monograph

Co-publisher's ISBN-13 (24)
James Lappeman (ed)
University of Cape Town
Thabang Ramogase (ed)