The Business Builder’s Toolkit is not just about the knowledge of business fundamentals but a step-by-step guide of how to implement them. This is the business guru in your pocket; the mentor you wish you had and the handbook that you will refer to again and again.

Including topics like:

• Busting business jargon and exposing business lies
• How to increase sales
• HR basics for when you can’t afford HR yet
• Customer retention tactics and community building
• Mental health management strategies
• Efficient and effective marketing tactics

An astonishing 94.6% of businesses fail to sell, closing at an enormous cost to the owner, their family, their staff and the economy. It’s a shocking realisation to many business owners that after all the courage it took to start, the creativity and care it took to build, every business faces only two possible ends: a sale or closure. So you’ve got to build to $ell.

Sweat, Scale, $ell shares real business-building stories about how ordinary business owners changed their fate using the Asset of Value™ method, a practical approach to building a winning business. With Pavlo Phitidis, they Sweated to reshape their business to be relevant to a changing world; they built a solid foundation for Scale; and then they pressed hard on the accelerator to ramp up growth in preparation for $ale to create a business any buyer would want.

Phitidis draws on 25 years of direct experience in conceptualising and building businesses across four continents. He has developed and brought to market business assets in excess of US$300 million through a combination of business start-ups, turnarounds, sales and acquisitions. Phitidis started, built and sold 12 businesses in nine years and took the lessons from the two failures, two IPOs and eight sales to build a business that builds businesses. As a co-founder of Aurik he has worked with over 1 500 established businesses across most sectors in the economy, including family businesses, partnerships and lone business owners.

PAVLO PHITIDIS is the resident entrepreneurial and business growth content contributor for Radio 702 and CapeTalk, the presenter and host of The Growth Engines for Business Day TV, as well as a speaker at both local and international business conferences.

What does it take to be an incredible marketer, creating campaigns that move something from ‘here’ to ‘there’ so that it is noticed, believed, loved, and ultimately (and importantly) bought by customers – whether in business-to-business or business-to-consumer contexts?

How does a marketer devise strategies to fulfil the 360° dreams, aspirations and objectives of an entire business? Is it through brand building, maintaining brand health and reputation, or effective storytelling? Is it about raising product/service awareness, pricing strategies, or the choice of promotional channels – whether above-the-line, below-the-line, or through digital and AI messaging? Or perhaps it’s about delivering a message like, ‘We hear you; let’s build a sustainable future, together.’

And how do you decide which aspect to market? Is it …

The product;
The price;
The place;
The promotion;
The people;
The positioning;
The process;
The parable;
The performance;
The promise?
OR, is it bits and pieces of all, or some, of the above?

This book delves into these questions, providing insights and guidance for creating comprehensive marketing strategies that resonate and drive success. In The Book Every Marketer Should Read our authors examine aspects of the original ‘4Ps of Marketing’ and transform this outdated 1960s framework into a dynamic, contemporary approach suited for the 21st century.

Start reading and make notes on what you can implement today to become a marketing maestro.

When Feyi Olubodun, CEO of one of West Africa’s leading creative agencies, witnessed one too many cases of brands failing in the African marketplace he began to ask himself questions:
- Why did brands, both global and local, so often fail to connect with the African consumer?
- What was it about the African market that brand owners were not seeing?

He began to reflect on his own marketing experiences and out of this emerged the framework for The Villager.

In Feyi’s view, the African consumer begins his life’s journey by moving from the village, his rural dwelling, to the city, carrying with him not only his own dreams but also the dreams of his community. He is a highly aspirational consumer, motivated to succeed, and he becomes the economic portal for the rest of his community back home. But although he may be exposed to global influences and technology, his essential identity remains largely intact. This is why Feyi calls the African consumer a Villager. The Village is no longer a physical space; it is a psychological construct that defines him and the filter through which he engages with and consumes brands.

In developing his construct, Feyi posits that if you wish to engage successfully in a market you may not understand, you must have the right ‘lenses’ to view a people. He believes the secret lies in applying these lenses at the confluence of commerce, culture and consumer. Data is not enough to understand the vagaries of a particular market. Drawing on his wide experience and wealth of astute observations, he provides a highly readable and indispensable guide to the mindset of the African consumer today, yet it is true to say that his insights apply, albeit in a more nuanced way, to consumer behaviour across the globe.

The Villager is essential reading for brand owners wishing to conquer new markets.

Understanding consumers and the way they behave is crucial to the success of any business. In these times of economic uncertainty and reduced customer expenditure, ensuring that the consumer's wants and needs are met, forms part of the strategic planning of all organisations - big or small. Consumers, by means of their buying behaviour, exert influence on businesses and compel them to act in certain ways. Understanding consumer behaviour is therefore imperative, as it provides information to businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities.

Being the best doesn’t guarantee you’ll get the business. Having the best pitch does.

Whether you’re looking for clients, investors or employees, you need to know how to pitch your products, services and ideas in a way that is most likely to secure you the deal. Justin Cohen’s internationally acclaimed six-step formula is designed to do just that. Having taught and refined his Pitch To Win programme for five years, and having helped win numerous multimillion-dollar deals in that time, Justin now shares his secrets for success in the Pitch To Win book.

In it he reveals:

• The number one reason a winning pitch gets chosen over the competition.
• The mindset of people who win the most pitches.
• A step by step guide to creating and delivering a winning pitch script.
• How to reduce nervousness and develop ‘big pitch temperament’.
• How to win without being salesy.
• How to win with integrity, by living your purpose.

Sales drive the business world and the economy. However, sales in any business need to be managed to ensure that the business achieves its objectives. This is where the function of sales management comes into the business structure: it plays the key role of ensuring that salespeople succeed at selling. The profitability of the organisation depends on how successfully sales managers lead their sales force.

The sales manager is responsible for the strategic planning of the sales force, which includes the management of the selling process and organising the sales activities within the sales department. With the third edition of this textbook, the authors hope that both industry and academia will be able to use the information to better understand and implement the different functions of sales management. Concepts are presented in such a manner that a student new to the field will easily grasp them.

Examine the latest developments in online business with cutting-edge coverage, real examples, actual business cases, and hands-on applications found in the market-leading ELECTRONIC COMMERCE, 12E. With comprehensive coverage of emerging strategies and today's most important technologies, this popular book equips you with a solid understanding of the dynamics of this fast-paced industry. The new edition offers thorough discussions of e-commerce growth in the rapidly-developing economies of China, India, and Brazil. You also examine key topics, such as social media and online marketing strategies, technology-enabled outsourcing, and online payment processing systems. New intriguing "Learning From Failure" segments help you draw important lessons from the experiences of actual companies as you review real-world e-commerce practices in action.

The Four Legs Of The Table is a master class in the balanced management style and system of 'the four legs' – Administration, merchandise, promotions / social responsibility, people – with the sovereign consumer on top of the table. It is a lesson on how to run a successful business based on consumer sovereignty and the principle that making money is the reward rather than the reason today.

Raymond Ackerman built his retail chain during and after apartheid, and he stands his ground on the question of ethics - he believes it is possible to hold to a set of business principles and still be financially successful, whatever the circumstances. In an age of corporate greed, The Four Legs Of The Table is a welcome antidote to some of capitalism's spectacular failures.

All royalties from The Four Legs Of The Table go to the Raymond Ackerman academy of entrepreneurial development. The Academy, endowed by the Ackerman family, is intended to enhance the career prospects of disadvantaged South African school–leavers.

International marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the Southern African region. The text combines foundational international marketing theory with practical experience. International marketing is the only South African-based textbook written by a team of South African academics and practitioners.

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, South African Edition provides a contemporary view of the role and importance of marketing communications. Emerging topics such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling - along with all of their effects on traditional marketing - are also discussed in this edition.

In the developed world, which is a mature market, many businesses are finding that opportunities for growth have declined. As a result, they are seeking growth opportunities in developing economies. Africa is an emerging market, with some countries outpacing developed nations in economic growth. It has the fastest growing population and an exploding middle class with more disposable income. The continent is open for business and has become an investment destination of choice.

Marketing in Africa covers the key aspects of marketing in non-traditional markets and explains important marketing concepts. The book is about understanding the lucrative African markets, including informal markets, and how to market to them.

The first of its kind in South Africa, Brand Management constitutes an invaluable tool for the growing number of academic institutions that offer this exciting subject. Making use of both local and international examples and cases, the subject is approached from a holistic, yet applied perspective. Written in an accessible style, this book assists both students and practitioners to develop the ability to manage brands from the outset to the ultimate outcome. This text is an invaluable reference work for practising professionals, written by authors who have extensive academic and professional expertise and international exposure.

In his seventh business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk offers fresh, in-depth advice to enhance brand development, grow sales, and beat the competition using modern advertising strategies grounded in social media.

In his 2013 bestseller Jab, Jab, Jab, Right Hook, Gary Vaynerchuk showed the world how to create winning content for underpriced attention channels. But since then, new platforms have emerged, others have become less relevant, and algorithms are incentivizing new styles of content. New skills are necessary to create advertising that builds brand and sales.

In his latest book, Vaynerchuk argues that today’s fast-growing businesses, brands, content creators, and influencers have one thing in common: they mastered storytelling in areas of underpriced attention, which predominantly exists across a handful of social media platforms. Informed by 20+ years of business and marketing success, he contends that the biggest transformation and opportunity is the “TikTokification of Social Media.” Increasingly, platforms are distributing content based on what users are interested in, rather than who they follow.

Small businesses, large corporations, and creators can take advantage of this trend to develop brand and grow sales by producing relevant, strategic content, even if they don’t have an audience. But how does one make relevant content? What should advertisements look like, in this new world?

In this book, Vaynerchuk provides detailed answers to these questions and more, revealing the tactics to master modern advertising with strategies you can apply to the moment you’re currently living in.

The world of integrated marketing communication (IMC) has changed dramatically over the last 10 years, due in large part to the expansion and advances in digital media technology. These changes have affected clients, consumers and advertisers alike.

Marketing Communication: An integrated approach 2nd edition deals with the past, present and future of IMC and the impact this has had on the pace and demands of effective persuasive communication in the current digital age. It is also the first IMC textbook to cover in detail alternative communication strategies and how their unconventional and disruptive tactics have been integrated into our daily lives. Self-study questions per chapter have also been included in this edition.

The research techniques and methods discussed are applied to researching advertising, mass-media audiences, mass-media efficiency and organisational and development contexts. The research problems or issues addressed are also relevant to other communication fields, including political, government, marketing, intercultural, health and interpersonal and small-group communication, plus information and communications technology.

This second edition elaborates on the application of additional measurement scales and of content analysis. It contains more practical examples of the application of scientific criteria and it includes additional marginal notes that facilitate the comprehension of key concepts.

Marketing 6e is a strong foundational text for first-year students studying towards a BCom and BA qualifications in departments of management, marketing or business management at universities. It is also suitable for students who are studying a national diploma in marketing at universities of technology. The book covers issues such as sponsorship, marketing research, consumer behaviour and marketing positioning. Marketing is a principles-based guide through current topics such as green marketing and marketing communications. The title includes pedagogical features such as opening case studies, strategy readers, technology boxes, key concepts and useful summaries. New to this edition: Additional content on sustainability; Updates on digital marketing; Updates of examples, readers and case studies

Services, whether online or offline, are important in modern economies in which the understanding is that we ‘are all in services’. Services Marketing, a subset of the field of Marketing, has evolved and developed a range of theories and models, all focused on providing superior service offerings to today’s market and the growing expectations of service delivery. New research provides additional contemporary insights into this dynamic and developing area. This text seeks to address the current research and its managerial implications in both online and offline services. It includes new case studies, integrating new research and new perspectives on the various aspects of services.

The book covers important topics in providing services, including:

• Technology and its role in service marketing
• Customer expectations and perceptions
• Creating customer value
• Services architecture
• Pricing decision-making
• Demand management
• Building customer relationships and loyalty
• Integrated service marketing communication
• Service recovery strategies

Understanding the customer, identifying opportunities and threats in the market and integrating the elements of marketing in a suitable and winning combination are all paramount to the survival of organisations in the 21st century. Essentials of Marketing explains the fundamental aspects of marketing alike. It is a must-have resource for those responsible for keeping their organisations abreast with the latest developments in the marketing environment.

Building on the success of the previous editions, the third edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research. The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range of pedagogical features, the author enables students to understand the issues involved in carrying out research and the potential pitfalls to be aware of, thereby ensuring a clear understanding of the overall subject. The book is accompanied by a comprehensive Online Resource Centre which offers the following resources for students and lecturers: For students: Multiple choice questions Questionnaire wizard Online version of Market Researcher's Toolbox Link to clips of author summarising contents of each chapter on YouTube Web links For registered adopters of the text: PowerPoint presentation Illustrations from the book

Make sales! Build loyalty! Boost yoru career!

A must-have guide for all customer facing staff.

So you’ve come up with a killer business idea and you’re ready to turn it into a side hustle or startup. What now? What do you need to do to bring it to life?

Whether you’re looking to earn some extra money on the side or dreaming of starting The Next Big Thing, Side Hustles and Startups is packed with the information you need to take this big step into your bright future. We’ll teach you how to:

1. Find your passion.
2. Test your idea.
3. Write a business plan.
4. Get funding.
5. Ace your business admin, tax and compliance.
6. Brand and market your business.
7. Manage your money.
8. Set up systems.
9. Build your team.
10. Take care of you.

Heavy Chef sat down with some of South Africa’s foremost entrepreneurs, side hustlers, strategists, marketing whizzes, venture capitalists and, yes, even tax specialists to help you get going. Combined, they have centuries of experience in creating and growing side hustles and startups. We’ve turned their advice into bite-sized lessons for you to snack on – as if you’re firing off instant messages to these trailblazers whenever you get stuck on your journey. Go on. Start up and hustle away.

Bali Padda is the operations maverick behind LEGO's remarkable turnaround from a business basket-case, struggling to deliver on its orders, to the biggest and most profitable toy brand in the world.

As Chief Operations Officer at LEGO, Bali overhauled the toy company by shaking up its operations and instilling essential business fundamentals. He resolved issues across the supply chain and forged close partnerships between functions. He cut unpopular product lines and diverted the company's attention on hero items. He developed a relentless focus on customer service - of delivering what was promised - and he instituted weekly performance briefings known as the Visual Factory, which ultimately spread throughout the whole organization and transformed culture and performance. LEGO became the largest toy manufacturer in the world, and Bali was honoured with becoming the company's first non-Danish CEO in 2017.

In Deliver What You Promise, Bali distils his methodology at LEGO into ten essential, fundamental lessons. From how to reduce complexity to prizing reliability over agility. Why a business should be treated like a living organism and how to bring everyone together under a shared sense of purpose. On when to use soft and hard managerial skills and the hidden risks of success.

Illustrated by insider stories from LEGO, these are enduring principles that both young starters and established leaders alike need to know and can implement straight away, to deliver on what is promised.

Relationship Marketing and Customer Relationship Management (CRM) have become important tools in securing the survival of businesses in the new millennium by considering both external customers and employees (internal customers). CRM enables businesses to provide excellent realtime customer service through the eff ective use of digital technologies. CRM will evolve to become more aligned to customer management practices both internal and external to the business as well as to embrace Industry 5.0.

Both internal and external customers are increasingly using smart phone devices to engage with organisations, highlighting the importance of digital relationships and technologies. Relationship marketing acknowledges the importance of other stakeholders and the building of relationships with these groups. Relationship Marketing and CRM will therefore have to secure state-of-the-art customer and relationships management strategies delivered to all its customers through the development and implementation of these CRM strategies.

Key topics covered in this book:

• The nature of Relationship Marketing and Customer Relationship Management
• Building relationships, including online relationships
• Service issues in Relationship Marketing and Customer Relationship Management
• Internal marketing
• Business-to-business marketing relationships
• Stakeholders in Relationship Marketing
• Planning and organising a CRM strategy
• Implementing Customer Relationship Management (CRM) in an organisation

  This newly updated South African book was written to compliment students at both undergraduate and postgraduate level and is therefore both highly informative and practical in its approach. It will also further inform practising marketers about the complex world of RM and CRM and new developments in the field.

It is widely recognised that sales and marketing are the two business functions that contribute directly to the bottom line of any organisation.

Marketing is more than a sequence of steps or a strategic process; it is also a mindset that leads to good business philosophy. The marketing mindset focuses wholeheartedly on customers and the satisfaction of customers’ needs while aiming to influence the entire organisation to strive towards customer satisfaction. Sales, on the other hand, is that business function that ultimately closes the deal and brings the customer and the business together. Without sales, the customer would never achieve need satisfaction and the organisation would never meet its objectives. The ultimate goal of meeting the customer’s needs brings these two seemingly different fields together.

Fundamentals of Sales and Marketing serves to provide a fundamental understanding of both sales and marketing by equipping the reader with theoretical knowledge and practical examples that are applicable to a South African context.