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.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]

Source: https://openbooks.uct.ac.za/uct/catalog/book/29

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