Marketing through mud and dust:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cape Town
Ink Inc.
2000
|
| Ausgabe: | 2. impression |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 141 S. Ill. |
| ISBN: | 0864864523 |
Internformat
MARC
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-009136398 | ||
Datensatz im Suchindex
| _version_ | 1804128174916763648 |
|---|---|
| adam_text | Foreword ix
Introduction 1
SECTION I LIVING IN THE BLACK 5
1
I The Black Family 7
JL A Week in the Life... 15
%J The Power of Children 23
T* Social Gatherings 27
O The Black Wedding 35
0 The Funeral 39
/ A Word from the Street 43
SECTION II HEROES AND VICTIMS 47
8 Channels of Distribution for
Fast Moving Consumer Goods 49
9 Brands and Lessons from the
Liquor Industry 55
1 f Getting your Brand on that
I Vr Crowded Shopping List 59
11
I I Preparing the Advertising 63
I JL A Lesson from the Young: YFM 69
1 %J Naming the Product 73
Launching a New Brand 79
I O Brand Extensions 83
I O Brand Building 87
17
I / Positioning the Brand 95
1 g% The Dirty Clinic Syndrome
I O Weak Positioning 99
1 C Changing the Brand and its
I %J Positioning 103
«¦*} 4*x The Brand Name versus the
*L j Company Name 109
SECTION III CLEANING OUT THE
COBWEBS 111
£m Does Advertising Work? 113
jr * % The Campaign that Failed
JLJL AIDS Awareness 117
O O Wh^ some Ad ^amPa 9ns Are
mL O more Successful than Others 121
OA
£mT T Creating great Advertising 125
* l ¦— Black English
d£O The Language Issue 129
ZO Politically Correct Advertising 135
Conclusion 139
Notes 140
Acknowledgements 141
I
|
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| title | Marketing through mud and dust |
| title_auth | Marketing through mud and dust |
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| title_full | Marketing through mud and dust Muzi Kuzwayo |
| title_fullStr | Marketing through mud and dust Muzi Kuzwayo |
| title_full_unstemmed | Marketing through mud and dust Muzi Kuzwayo |
| title_short | Marketing through mud and dust |
| title_sort | marketing through mud and dust |
| topic | Consumers, Black South Africa Marketing South Africa Marketing (DE-588)4037589-4 gnd |
| topic_facet | Consumers, Black South Africa Marketing South Africa Marketing Südafrika (Staat) Südafrika |
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