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First edition 2018
ISBN 978 0 627 03599 9
eISBN 978 0 627 03600 2
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in loving memory of
Kieron Joseph Cunningham
thank you for all your wisdom and years of encouragement
PREFACE
One of the biggest challenges involved in teaching marketing to South
African students is finding an appropriate and comprehensive
marketing textbook, specifically for students learning about marketing
for the first time. Most South African marketing textbooks tend to
focus on the same content and there is a lack of innovation in terms of
new trends. In addition, students cannot easily relate to international
textbooks on marketing as the focus is mostly on US or European
consumers. This textbook therefore aims to bridge that gap.
The book comprises 21 chapters, covering traditional marketing topics
as well as more contemporary topics such as digital marketing,
international marketing, ethical marketing and marketing metrics. The
detail and content of the textbook do not necessarily restrict it to first-
year marketing students – it will be helpful to any student or
professional who requires an understanding of marketing.
The authors of the textbook are experienced lecturers from different
institutions across South Africa, namely the University of
Johannesburg, the University of South Africa (UNISA), the IMM
Graduate School of Marketing, the University of Stellenbosch, The
Independent Institution of Education and Monash South Africa. The
collaboration of authors from different institutions offers the reader
different interpretations and opinions.
The additional benefits to prescribing this textbook include review
questions based on each chapter, a question bank, an e-book version
and PowerPoint slides.
Nicole Cunningham (editor)
ABOUT THE EDITOR
Ms Nicole Cunningham works as a lecturer in the Department of
Marketing Management at the University of Johannesburg. Over the
past four years, she has lectured to undergraduate, postgraduate and
corporate students. Her passion, however, lies with first-year students,
and her own struggle to find a textbook that adequately addresses
students’ needs has been instrumental in the creation of this volume.
She is actively involved in academic research and is currently in the
process of completing her PhD in the field of marketing.
ABOUT THE AUTHORS
Ms Marlene Bogaards holds a Master of Business Management (cum laude) which focused on the networking practices of Gauteng businesswomen. She is currently a lecturer in the Department of Marketing at Monash South Africa. Her academic career spans more than 10 years and has entailed, among other things, the coordination of various academic programmes. Her special dedication to elevate the learning experiences of students has proven to be highly successful in inspiring students to reach their maximum potential. Her focus on the inclusion of technology in the academic environment has earned her a teaching and learning award, and her unit is ranked in the top 8.9% of all units taught at Monash University. She has published in national and international journals, and has extensively showcased her research at both national and international academic conferences. Marlene is presently studying towards her PhD, with a unique focus on the black township consumer market in South Africa.
Ms Angela Bruwer holds a BA (Hon) (Communications) and a Master’s degree in communication science from the University of Johannesburg. She is currently the executive academic head of the IMM Graduate School of Marketing. She collaborated with her fellow faculty team members, Riana Prins, Michael Bevan and Herman Potgieter, to write her chapter (Chapter 6). Angela subscribes to the ethos that “marketing is the business and the business is marketing”. She is passionate about brands and believes that they are the cornerstone to successful marketing.
Her fields of academic interest and specialisation are advertising and sales promotion, marketing research and e-learning.
Ms Monique du Bruyn holds an MCom (Marketing Management). She currently lectures fundamentals of retail buying, fundamentals of e-marketing and introduction to marketing communication at UNISA.
Dr Willy Engelbrecht completed a Bachelor’s degree in marketing and tourism management in 2009 at North-West University and went on to obtain his PhD in tourism management in 2015. He started out as a lecturer at the University of South Africa (UNISA), where he also acted as college tutor coordinator in the School of Economic Sciences and managed the implementation of the UNISA e-tutor project. He left this position in January 2014 to join the Independent Institute of Education (IIE) as head of programme, and was subsequently promoted to head of the commerce faculty in November 2016, a position he still holds. He actively participates in research, publishes articles and writes chapters for textbooks with other authors, and has presented a number of chapters at both national and international conferences related to tourism. He is an external examiner for other tertiary institutions as well as supervising Master’s students.
Ms Yu-Ting Hung-Joubert is a lecturer in the Department of Marketing and Retail Management at the University of South Africa (UNISA). She holds an MCom and is currently studying towards her PhD in business management, specialising in marketing, with UNISA.
Her research has focused on the online industry and, more specifically, website quality factors that influence online shopping (Master’s) and the role of social media in political marketing (Honours), including outputs on SMEs and the various challenges and opportunities that they experience within the South African context.
Dr Stefanie Kühn is a senior lecturer in marketing at the Department of Business Management, University of Stellenbosch. Before returning to academia, she was a research executive at a research agency and managed various qualitative and quantitative research projects for companies across several African countries. She specialises in the fields of marketing research, consumer behaviour and digital marketing, and regards herself as a scholar for life.
Ms Carly Prinsloo holds a BCom (Communications Management) and a BCom (Hons) (Communications Management) from the University of Pretoria, and an MCom (Business Management) (cum laude) specialising in marketing management from UNISA. She currently lectures fundamentals of public relations, customer services and marketing management at UNISA. Her areas of academic interest are public relations, customer service and marketing management, and her fields of specialisation are internal marketing and internal communication.
Ms Catherine Sephapo holds an MCom (Business Management). Her area of academic interest is integrated marketing communication and her fields of specialisation are sports marketing and sponsorship.
Dr Beate Stiehiehr-Mulder is a lecturer at and the marketing and stakeholder engagement liaison for the School for Consumer Intelligence and Information Systems. She is based at the Kingsway Campus where she teaches consumer behaviour, strategic marketing and practical marketing. She holds a PhD (Industrial Marketing) from the Royal Institute of Technology (KTH) in Stockholm, Sweden.
Mrs Safura Tar (Kallier) holds an MCom (Business Management) from UNISA, and a BCom (Hons) (Marketing Management) and a Bcom (Marketing) from the University of Pretoria. She currently lectures fundamentals of branding and retail store management at UNISA. Her fields of academic interest are branding, real-time marketing, social media and retail marketing.