Marketing in South Africa - conusmer landscapes: cases and concepts 4/e

Simpson, J , Lappeman, J


A window into the South African consumer landscape; approaching marketing concepts in a distinctly South African way. Gives specific details of the UCT Unilever Institute of Strategic Marketing�s consumer segmentation model. Includes over 20 case studies; many of which emanate from the UCT Unilever Institute�s ongoing research over the last 17 years; as well as numerous illustrative advertisements and YouTube clips. Aimed at undergraduate students; postgraduate students and practitioners in the arenas of strategic marketing; consumer behaviour; marketing communications; salesmanship and market research.

R 558.00
7.03 mb
Van Schaik Publishers
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