From witblits to vuvuzelas : marketing in the new South Africa

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Title:

From witblits to vuvuzelas : marketing in the new South Africa

Author:

Hefer, Dale.

ISBN:

9781770200296

Personal Author:

Hefer, Dale.

Publication Information:

Cape Town, South Africa : Oshun Books, 2010.

Physical Description:

169 pages ; 21 cm

Contents:

My man Percy. Setting the marketing objectives and establishing the budget -- 'But what about the bleks?' Identifying the target market and ensuring focused communication -- 'We have to fish where all the eggs are in one basket!' Developing the most appropriate promotional mix -- Mr Dlamini's rolex. Determining your brand essence, payoff line and brand architecture -- Never a brief brief. Generating the marketing brief -- Perly's threesome. What constitutes a good creative concept.

Abstract:

"In From Witblits to Vuvuzelas, Dale Hefer, founding director of the Chillibush Group of Companies, shares a wealth of advice with South African marketers in the New South Africa. In a rapidly evolving industry, new and innovative ways of understanding target markets, objectives and go-to market opportunities are required. For this reason, the book dispels popular myths about which part of the population makes up the \2018main market\2019, experience with clients and incorporates invaluable insight from local marketing legends. Personal anecdotes illustrate key concepts, while the main focus of the book is on our diverse culture and the challenges and pitfalls that marketers encounter in this country. Informative, witty and accessible, From Witblits to Vuvuzela is an essential tool for anyone in the marketing industry or for those who want to enter the world of marketing"--Cover.

Subject Term:

Marketing -- South Africa.

Marketing. (OCoLC)fst01010167

Geographic Term:

South Africa. (OCoLC)fst01204616

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:GEN-BOOK	000114596	658.8009 HEF	1	Searching... Unknown

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Summary

In From Witblits to Vuvuzelas, Dale Hefer, founding director of the Chillibush Group of Companies, shares a wealth of advice with South African marketers in the New South Africa. In a rapidly evolving industry, new and innovative ways of understanding target markets, objectives and go-to market opportunities are required. For this reason, the book dispels popular myths about which part of the population makes up the 'main market', provides novel guidelines based on the author's years of experience with clients and incorporates invaluable insight from local marketing legends. Personal anecdotes illustrate key concepts, while the main focus of the book is on our diverse culture and the challenges and pitfalls that marketers encounter in this country. Informative, witty and accessible, From Witblits to Vuvuzelas is an essential tool for anyone in the marketing industry or for those who want to enter the world of marketing.