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An initiative from Liberty UCT Institute of Marketing, the online text book was launched this week and can be downloaded free at the link below.
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. 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 growing reader engagement with the
series on SEM segmentation in Mzansi is also really motivating. You can follow the series on the Ebony and Ivory website and various social media platforms. Parts two and three of an eight-part series tracking the evolution and effective use of the SEM model were published this week.