The core focus of marketing is developing and delivering
need-satisfying, value-creating offerings to an organisation's
target markets. Guided and influenced by a constant stream of new
developments and initiatives in the marketing arena, marketing
management has established itself as a dynamic field of study.
Contemporary cases in Southern African marketing is about the
integration of theory and practice, focusing specifically on
consumer insights to guide marketing strategy. Contemporary cases
in Southern African marketing is a collection of case studies
designed to provide a taste of local, regional and international
marketing experiences across a broad spectrum of industries, with
special attention being given to emerging market contexts. A handy
reference grid is included that indicates which areas of marketing
the different case studies deal with. Each case study has been
carefully selected to emphasise the different critical aspects of
marketing, and includes questions that help to direct the reader's
attention towards the most important points. Contemporary cases in
Southern African marketing is aimed at undergraduate and
postgraduate students of marketing.
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