Marketing to South African Consumers
Synopsis
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.
Chapters
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Full Textbook
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Preliminary Pages
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Part 1Marketing and Marketing Strategy
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Chapter 1: What is Consumer Marketing?
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Chapter 2: The Role of Marketing in Delivering Corporate Strategy
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Chapter 3: Sustainability in Consumer Marketing
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Chapter 4: The Marketer's Micro-Environment
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Part 2: The South African Consumer's World
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Chapter 5: The South African Consumer Landscape
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Chapter 6: The South African Retail Landscape
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Chapter 7: The South African Media Landscape
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Chapter 8: The South African Macro-Environment
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Part 3: Consumer Behaviour
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Chapter 9: Drivers of Consumer Behaviour
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Chapter 10: Consumer Decision-Making
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Part 4: Consumer Marketing Strategy
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Chapter 11: Market Segmentation and Targeting
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Chapter 12: Positioning and Branding
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Part 5: Consumer Marketing Tactics (Strategy Implementation)
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Chapter 13: Product Tactics
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Chapter 14: Pricing Tactics
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Chapter 15: Place (Distribution) Tactics
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Chapter 16: Promotion Tactics (Integrated Marketing Communications)
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Part 6: Marketing Intelligence (Feedback Loop)
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Chapter 17: Market Metrics: The Strategy Feedback Loop
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Chapter 18: Market Research and Consumer Insights
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Part 7: Tools for Achieving Competitive Advantage
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Chapter 19: Vital Skills for Modern Day Consumer Marketers
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Chapter 20: Digital Marketing Techniques
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Chapter 21: Constructing a Basic Marketing Plan
Downloads
This work is licensed under a Creative Commons Attribution 4.0 International License.
