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.Abstract views: 4225 [Downloads in brackets]
Chapters
- Full TextbookJames Lappeman, Paul Egan , Gillian Rightford , Thabang RamogasePDF [1809]
- Preliminary PagesPDF [59]
- Part 1Marketing and Marketing StrategyPDF [75]
- Chapter 1: What is Consumer Marketing?James Lappeman, Vimbai MalanduPDF [73]
- Chapter 2: The Role of Marketing in Delivering Corporate StrategyMartin NeethlingPDF [32]
- Chapter 3: Sustainability in Consumer MarketingTiti KabiPDF [38]
- Chapter 4: The Marketer’s Micro-EnvironmentJames Lappeman, Shriya Bramdaw, Kaylee HewittPDF [34]
- Part 2: The South African Consumer’s WorldPDF [46]
- Chapter 5: The South African Consumer LandscapePaul EganPDF [67]
- Chapter 6: The South African Retail LandscapeMaryla MasojadaPDF [133]
- Chapter 7: The South African Media LandscapeGordon MullerPDF [137]
- Chapter 8: The South African Macro-EnvironmentMegan SwartzPDF [37]
- Part 3: Consumer BehaviourPDF [33]
- Chapter 9: Drivers of Consumer BehaviourGillian RightfordPDF [34]
- Chapter 10: Consumer Decision-MakingAna CarrapichanoPDF [30]
- Part 4: Consumer Marketing StrategyPDF [15]
- Chapter 11: Market Segmentation and TargetingAna CarrapichanoPDF [41]
- Chapter 12: Positioning and BrandingGillian RightfordPDF [29]
- Part 5: Consumer Marketing Tactics (Strategy Implementation)PDF [16]
- Chapter 13: Product TacticsGift PhalaPDF [26]
- Chapter 14: Pricing TacticsNevo HadasPDF [47]
- Chapter 15: Place (Distribution) TacticsMaryla MasojadaPDF [22]
- Chapter 16: Promotion Tactics (Integrated Marketing Communications)Gillian RightfordPDF [21]
- Part 6: Marketing Intelligence (Feedback Loop)PDF [20]
- Chapter 17: Market Metrics: The Strategy Feedback LoopJames LappemanPDF [20]
- Chapter 18: Market Research and Consumer InsightsJames Lappeman, Paul EganPDF [36]
- Part 7: Tools for Achieving Competitive AdvantagePDF [15]
- Chapter 19: Vital Skills for Modern Day Consumer MarketersSteve Bird , Zizwe VundlaPDF [17]
- Chapter 20: Digital Marketing TechniquesRaeesah ChohanPDF [61]
- Chapter 21: Constructing a Basic Marketing PlanThabo K. MakgoloPDF [79]