| Author: | Burgess, S. M. |
| Title: | Within-country diversity: is it the key to South Africa's prosperity in a changing world? |
| Journal: | International Journal of Advertising
2003 : VOL. 22:2, p. 157-182 |
| Index terms: | DIVERSITY SOUTH AFRICA ADVERTISING CONSUMERS SEGMENTATION |
| Language: | eng |
| Abstract: | This paper is adapted from Dr. Burgess's inaugural lecture as Professor of Business Administration in Marketing. The twin themes are the importance for marketing of correctly understanding consumers and their differences, and the need for businesses to take emerging consumer markets (ECMs) more seriously than they often do, drawing on examples from South Africa. The conclusions have application in most parts of the world, in particular the idea that consumer segmentation should be based on social and economic identity, rather than on conventional stereotypes based on race or tribal nationality. The paper provides a substantial list of references on this subject. |
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