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CONTENTS
Vol 25 No. 11/12 I 2007 I MarketingMix
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21
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Expert Opinion:Michele Venter-Davies
Michele gets googly over alternativemedia
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22
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Assegai Awards
Marketing Mix 
takes a closer look atsome of the Gold prize winners
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36
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Expert Opinion:Nici Stathacopoulos
Nici tries to define direct marketing
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38
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Expert Opinion:Nicci Columbine
Nicci finds the value in call centres
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39
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Expert Opinion:Yoav Tchelet
Yoav tells us how to measure ROIonline
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40
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This thing calledCRM
Susan Moerdyk shares some insightsfrom Markinor’s
State of Marketing 
study
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43
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Afrikaans Media
Marketing Mix 
looks at the Afrikaansmedia landscape
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50
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MarketingAt-Retail
Marketing Mix 
brings you the latestthinking on Point of Sale marketing.
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55
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Expert Opinion:DMX
Craig Cesman explains the differencebetween interruption and enjoyment
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56
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Law Mix
Fayeeza Kathree-Setiloane andOmesha Moodley look at ICASA’ssubscription broadcasting licences,and public service broadcasting
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02
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Book Review
Marketing Mix 
reviews
Purple Cow: Transform Your Business by Being Remarkable 
, Seth Godin’s latestmust-read for marketers
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04
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Ed’s note
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06
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DMA
After its first operational year, theDMA reports on its successes andintroduces new founder members.
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07
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News
All the latest gossip in the wonderfulworld of the marketing mix
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12
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Expert Opinion:Richard Duncan
Richard talks about mobile battlesdown under
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13
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EffectiveMarketing in Africa
Insights from experts and brandmanagers who have made it in Africa
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14
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Brand Anatomy
Marketing Mix 
explores theintriguing personality of SmirnoffVodka
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16
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Expert Opinion:IMM
Helen McIntee gives marketers adviceon how to bounce back
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17
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7 Day [B]itch
Joe Public’s creative director, PepeMarais, tells us why he’s a dog lover
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18
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Direct Marketing
Marketing Mix 
looks at Direct toHome marketing, and finds someexciting new ways to boost a directto home campaign
MarketingMix
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